Legendary American gym chain, Gold’s Gym, has partnered with a leading footwear manufacturer Vibram, to develop and market a range of footwear for the gym.

Specific to the deal, Gold’s Gym will have a branded FiveFinger cross training shoe which has the functionality to be used in many workouts including cross-training, running and water sports.

Developed in conjunction with the Gold’s Gym fitness experts, the new shoe has a significant purpose to extend the Gold’s Gym brand outside of the gyms and into the consumer’s lifestyles.  Licensing allows the brand to connect with new consumers who may not engage with the gym as their local hangout, but when they are exercising in their own time and space they can be associated and invested in the benefits of the brand.

Slated to be launched in early 2017 through North America, the shoe is promoted as a “training tool for active people everywhere, indoors and outdoors, from weekend warriors to professional athletes” says Michael Cobb, chief marketing officer at Gold’s Gym.

As a brand, Gold’s Gym asserts themselves a world leading authority on health and fitness.  The licensing partnership between Vibram, who achieved fame and success from their own FiveFinger brand to assert their reputation for footwear expertise, and Gold’s defines the focus that these brands have in this global market.

The new shoe will be developed to maximise function and form based on the lightweight material and a comfortable design which is the focus of the Vibram sole technology.

To successfully venture into licensing, control of your brand is mandatory.  Untapped Agency offers Trademarks Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, fashion, designs, innovations and trademarks into innovative, new consumer products, services and promotions.

Not only is Black Caviar, our undefeated Australian thoroughbred mare, a legendary race horse but she now spends her days earning an additional income for her owners.  With 25 wins from 25 starts, she holds her place in racing history including the Australian Horse Of The Year.

Through an innovative licensing deal with one of Australia’s leading equine product manufacturing brands Joseph Liddy, the Black Caviar brand is available in horse shampoo and conditioner, cost gloss, hoof black and a full grooming kit with brushes.

The iconic peach and black jockey colours are transformed into the packaging and the Black Caviar brand remains a selected choice for those in the business.

The Black Caviar brand remains a front runner with her new foal reputed to be worth an estimated $5 million.  But she is not for sale at any price concede her owners.  Sired by Snitzel, another outstanding Australian stallion, the new filly is happy at home with her doting mum and is the third foal in as many years bred from Black Caviar.

Brand Licensing and horse racing is still a new concept as it can be debated that the only horse deserved of such a programme, has to be deemed the best in the world.  The horse, its owners and the jockey are all integral to the brand image and the ability to leverage from these brand attributes into complementary products.

The secret to all successful brand licensing is to keep the consumer programme relevant and tight.  The Black Caviar range has limited sku’s and aimed directly for grooming of your horse.  The brand owners and Joseph Liddy understood that perhaps there were equine fans who aspired to the Black Caviar brand and wanted a winner’s brand associated.  They were right.

With Melbourne Cup today, we thought you would enjoy our fun intellectual property licensing did-you-knows.

To successfully venture into licensing, control of your brand is mandatory.  Untapped Agency offers Trademarks Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, fashion, designs, innovations and trademarks into innovative, new consumer products, services and promotions.

Many brand owners are now learning that there is great money to be made from licensing of brands.  Licensing growth can be rapid and sustainable if you take the time to plan and manage.   There are just a few rules that can help you navigate the process.

1Get your intellectual property protected

Your brand is your greatest asset.  You need to have your brand elements registered as trademarks in the territories that you expect to expand into.  Hire a trademark attorney for your brands and a patent attorney for your innovations.

2. Develop a Licensing Strategic Plan

Leasing your biggest asset requires meticulous planning as to what brand extensions are required and how this will be managed

3.  Develop Your Licensing Assets

You are allowing a third party to leverage the attributes of your brand.  They need to understand the rules so your brand remains consistent

4.  Get educated

Intellectual Property licensing education is a mix of marketing, sales, finance and law.  You need to have your head around all of these elements as they support your licensing management.  Iptium offers courses for company leaders.

Licensing, when carefully constructed and managed, can be a very lucrative long-term revenue stream.  At a fraction of the cost for developing non-core product or service extensions and growing globally, a licensing programme could be your ticket to fast-track growth and profitability.

 

To successfully venture into licensing, control of your brand is mandatory.  Untapped Agency offers Trademarks Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, fashion, designs, innovations and trademarks into innovative, new consumer products, services and promotions.

Get ready for the newest Transformers movie currently in production to continue the brand growth trajectory that this global franchise commands.

The new Transformers 5: The Last Knight, slated for release June 2017, is bigger than ever.

With the last four movies grossing in excess of $3billion to date at the box office, Optimus Prime and his loyal team will seek to defeat Megatron again in a new iteration of action, adventure and a new breed of hero.

The Transformers franchise has amassed over $7billion in retail since 2007, achieved 12million+ video views on the official Transformers You Tube channel and has over 30million facebook fans – and over 1.4 million of these are Australian.  We even like our tweets with 215,000 followers in Australia alone.  The Transformers brand transcends ages, with the four distinct sub-brands recruiting, engaging and expanding a loyal fan base.

Need a Transformers fix?  Check their facebook page here

For all promotional opportunities to partner with the epic movie release, contact us here at Untapped Agency 

To successfully venture into licensing, control of your brand is mandatory. Untapped Agency offers Trademarks Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, fashion, designs, innovations and trademarks into innovative, new consumer products, services and promotions.

There is a new process revolutionising NPD to rapidly increase time to market, slash R&D costs, create multiple new products for less than the cost of a handful, and reduce company failure risk exposure from consumer adoption.

New Product Development should be the domain of the marketing management.  This statement can be applied if you have a market leading brand in your category.  The litmus test you need to apply must answer an emphatic, yes, to the following questions:

  1.  Is your brand the most preferred or has a significant market share in your core category?
  2.  Is your brand known by consumers outside of your core category?

If your company can answer affirmatively then you should consider your process for NPD and share responsibility with the marketing team.

Consider this strategy for your own business. The Innovation team is charged with maintaining your market leadership within your core category.  The whole company is geared towards creating and delivering superior products and services and championing your brand’s market position.  Significant R&D investment is channelled to keeping your core brand relevant and a leader.  The risks are high too as not every new innovation is going to be a trending new success.  In fact, a study by Neilson provided a painful statistic that 85% of FMCG new product developments failed at retail.

While your current Innovation team continues to invent within your core category, the marketing team is communicating with consumers to engage and encourage a brand experience.  Charged with driving the communication to attract consumers and assert your brand market leadership in your category.

So now your marketing team needs to step into the NPD process but use a completely different system to grow market share, but this is on a much larger scale.  Your tools are not in a laboratory, instead you will harness your greatest asset – your brand.  As the marketing management you are now charged with NPD outside of your core category to introduce new consumers to your brand through the creation of a branded lifestyle.

Your process for this lifestyle brand extension?  Licensing.

Competitive brands are now turning to licensing to create incremental sales, reduce NPD risk, increase brand engagement and brand impressions and globalise.  Intellectual property commercialisation for brands is one of the least utilised marketing disciplines that a company can invest in.  Comparatively, it is much less expensive than in-house innovation resource requirements and you partner with other market-leading brands, products and services for a mutually beneficial growth collaboration.

To successfully venture into licensing, control of your brand is mandatory. Untapped Agency offers Trademarks Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, fashion, designs, innovations and trademarks into innovative, new consumer products, services and promotions.

At Untapped Agency, we are fortunate to live in a world of brand licensing.  Now we can share a few examples why licensing should be the top priority for all CMO’s to attract new consumers.

As marketing professionals at our Agency Firm, we forged early careers managing retail brands from mass to prestige.  Working in the retail brand environment, our role was to create the reason for a consumer to purchase our products and from our outlets. In mass retail this was price centric as brands for bargains.  We worked for the retailer who purchased thousands of brands to make accessible to their customers.  Flip to prestige and responsibility was for a premium brand within our consumer category, where retail focused on brand nurture, value-add, superior customer care and brand protection.

Marketing at this time was traditional.  The Buyers in the company were responsible for brand extensions through sourcing of the innovative and new products and introducing consumers to complementary new product iterations. In the prestige brand, we were introduced with the product extension from our global head office.

Then we were introduced to licensing.  Stepping out of retail into brand management.  Licensing is brand management on a super scale.  In all our marketing management, licensing was never mentioned.  How could this be?

Our role is to manage the intellectual property on behalf of the Brand Owner to extend their brand out of its core category and into many new products, services and promotions.  The brand owner continued in their core category as a market leader, creating, cultivating, deliver an authentic experience and a superior product/service.  The depth of these attributes are then used by our Agency to translate these into brand extensions.  New products, new services, new channels, new markets.  The brand slowly becomes a lifestyle where consumers can engage outside the core.  At Untapped Agency, we are fortunate to have represented a few of the biggest brands on the planet and the most iconic – Disney, Warner Bros, Ford and Jim Beam to name a few.  Leaders in leveraging their brand assets into creating multiple income streams from incredibly lovable and innovative goods and experiences.

Here is the licensing rationale examples for marketers who are unfamiliar with brand licensing.

“I buy into the Energizer brand – the bunny that goes on and on and on – so I will feel confident buying Energizer branded flash drives, power extension leads and car battery jump starter leads. I attribute the brand values of Energizer batteries across all other products that bear their name.  These latter products are licensed. This means that Energizer did not make these but the licensed third party, who are market leaders in these products and now badging these with the Energizer brand allowing new product innovations and new retail categories, even new retail channels.

I have used Vicks on my chest with every winter cold.  I trust this brand. So when my infant son was unwell I invested in the Vicks Vaporizer as I believed that this was the best on the market to use in conjunction with the Vicks vapour solution.  Proctor & Gamble did not make the vaporizer, they licensed this to a market-leading healthcare devices and hone comfort products manufacturer.”

So this is licensing.  As a marketing leader for your brand, how can you reach into your brand attributes and seek to create the ultimate marketing programme through enabling new products to be created that enhance your consumer engagement?

If you want to learn more, we welcome you to attend our Brand IP Licensing courses for company leaders.  Designed specifically for Chief Marketing Officer, you are exposed to brand licensing and develop the skills and knowledge to create a case for licensing in your company.  Licensing incorporates marketing, sales, finance and law and is the trending growth strategy for innovative brands.

To successfully venture into licensing, control of your brand is mandatory. Untapped Agency offers Trademarks Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, fashion, designs, innovations and trademarks into innovative, new consumer products, services and promotions.

Iconic and authentic, the IRONMAN brand continues to expand globally through licensing into lifestyle products.

The iconic Ironman triathlon launched in 1978, and by 1986 the licensed Timex Ironman watch was, and reputedly remains, one of the best selling sports watches in the world.  The brand has continued to evolve its licensing programme to include sunglasses and optical frames, athletic equipment, electronics and accessories, protein powder, washing powder (to get those sweat smells out!), high-performance athletic gear and muscle cramp therapeutics

Ironman has spawned successful sporting event sub-brands including Ironman 70.3, 51510 Triathlon Series, Iron Girl and IronKids.  Internationally, you can find licensed brand extensions including IronKids Gummies (vitamins).

Further licensing deals and management are in play as well.  The Ironman Triathlon, Ironman 70.3 and the 5150 series are brand and events that are licensed out from the owner World Triathlon Events (WTC).

The Ironman brand was established from humble beginnings and has strategically grown to a global icon. Ironman licensing, and its affiliated brands are some of the most iconic for endurance sports.  The IRONMAN series of events now promotes itself as the largest participation platform in the world across its portfolio.   And with a portfolio of 43 registered trademarks across selected territories, this is a company where ‘anything is possible’ (registered trademark).

 

To successfully venture into licensing, control of your brand is mandatory.  Untapped Agency offers Trademarks Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, fashion, designs, innovations and trademarks into innovative, new consumer products, services and promotions.

 

In 2015, the Polaroid brand earned an estimated USD$550 million. Not bad for a brand that was declared bankrupt in 2009. The company’s intangible assets – elements including any trademarks, copyright, designs, patents – were purchased by PLR IP Holdings, who then licensed all the assets for a brand revival.

Not only used on photography-related products including instant cameras, Polaroid is now a fashion icon with sunglasses and apparel plus stationery, drinkware and novelties.

Polaroid is affectionately known as a Phoenix Brand as it rose from the ashes.

Trademarks and intangible assets that reside within a company may prove, as in this case, to be the company’s greatest and most valuable asset.  If we were to consider the Polaroid brand in this context, then brand owners who will stop at nothing to protect and preserve their intangible assets, do have something to leverage if the company’s business practices cause operations to wind up and yet still have a valuable equity to monetise after the fact.

The brand reputation, protected with trademark registrations, have allowed the new owners of Polaroid to exploit the brand to create innovative incremental income through licensing.  A smart growth strategy when the focus has been to accentuate the Polaroid brand attributes with licensed product extensions that enhance the consumer engagement and quality of the brand experience.

 

To successfully venture into licensing, control of your brand is mandatory.  Untapped Agency offers Trademarks Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, fashion, designs, innovations and trademarks into innovative, new consumer products, services and promotions.

If you want to expand your fashion brand quickly into new apparel and lifestyle categories then you need to license.

If you are not familiar with the concept of fashion licensing, then these famous brand’s growth strategy will help you understand.

Prada, Tom Ford, Chanel and Coach don’t create and manufacture and retail their own sunglass ranges.  These brands license their trademarks to Luxottica who take this responsibility to develop a bespoke range.  This license arrangement ensures that consumers can indulge in their favourite brands in new categories, the brands remain relevant and accessible, and the fashion house does not invest time and money into developing a product that they are not market leaders in.

Instead, as the Licensee, Luxottica utilising its core strengths of creating some of the best sunglasses on the planet on behalf of the brand owner.  The Fashion brand owner receives a royalty income from every pair of sunnies sold but they did not have to fund the range.

Sounds too good to be true?  It is not.  Licensing of fashion brands really started to gain momentum in the 1940’s when Christian Dior licensed to gain his brand retail presence into accessories, girdles, jewellery and ties.

In the 1950’s Valentino and Pierre Cardin commenced licensing of their brands too.

Ralph Lauren is the epitome of fashion licensing success.  He started his brand in the late 1960’s with a necktie line.  Now it is global empire crossing international boarders and consumer lifestyle categories.  Licensing of new sub-brands including Polo Sport, Lauren by Ralph Lauren and Purple Label.

 

To successfully venture into licensing, control of your brand is mandatory.  Untapped Agency offers Trademarks Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, fashion, designs, innovations and trademarks into innovative, new consumer products, services and promotions.