Brand Licensing – So What’s New?

An interesting piece on brand licensing but nothing really new here: Walt Disney first licensed the iconic Ingersol Mickey Mouse watch in the 1930’s. The areas that I find increasingly interesting is the development of brands x-platform. Computer games become movies, events become TV shows; sports brands become computer games. The kind of TV show – event brand extensions mentioned in this article are interesting. And for me strike a chord, as I proposed, pioneered and launched a 3-day live event based on a tv show back in 1995! It was one of my first introductions to marketing collaboration and inspired me to focus on marketing partnerships.

Author: Andrew Armour

Andrew Armour is a marketing and media professional, a specialist in business partnerships and the Founder of the consulting business - Benchstone Limited. His career spans from the UK music industry to the America's Cup, from winning agency pitches to securing key digital content deals. He is married to Viv, lives in Hampshire and works in London.

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