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The Book
The power of Licensing
Licensing has emerged as a major brand communications strategy. It has quietly become integral to many major organizations’ marketing efforts, motivating consumers to invite a brand into their lives and to become brand loyalists. Unlike in the recent past, when traditional advertising dominated, today brand owners have more strategic options available and a significant one is licensing. The accelerating pace of change in brick and mortar and online retailing combined with ecommerce, data collection and social media, have re-defined brand messaging and retail.
In his book, The Power of Licensing: Harnessing Brand Equity, Beanstalk Co-Founder Michael Stone positions brand licensing in the context of today’s communications and retail landscape as an effective tool to connect brands and consumers and thereby drive purchasing. Every chapter features case studies and illustrative examples of brands that have used licensing effectively, with a variety of objectives, from Stanley Black & Decker to P&G’s Febreze to Diageo’s Baileys, Weight Watchers, Energizer, Briggs & Stratton, Coca-Cola, Polaroid and more.
testimonials
“A must-read for any business executive looking to strengthen a famous or not-so-famous brand. Stone provides invaluable insights into the workings of brand licensing, its best practices , as well as potential pitfalls. The plentiful case studies presented illuminate the critical role licensing does and can play in the retail and marketing environment, today and in the future.”
“Michael Stone, in The Power of Licensing, provides an original, focused, and long overdue look at the role licensing can play within a truly integrated brand strategy. His knowledge, experience, and passion for his subject matter is evident throughout the book and in the many examples and case studies illustrating how licensing has been used by world-class brands. Informative, powerful, and engaging”
“In The Power of Licensing, Michael Stone brings together in a single volume all that anyone needs to know about the why, how, and when of brand licensing. His over 30 years of direct experience are evident on every page. The book will certainly become a true gift on the desk of every thoughtful brand executive!”
“The Power of Licensing provides a penetrating perspective on brand licensing based on the author’s 30 year of experience working with brands worldwide. Set in the context of today’s rapidly changing marketing landscape, the author positions licensing as an essential and vital communications tools. This book is a true game changer!”
Book In Brief
The book in brief
The book in brief is your quick guide to The Power of Licensing: Harnessing Brand Equity.
Inside you’ll find the history of licensing, case studies, licensing best practices, and predictions for the future.
