Untapped Agency wants to help innovative and quirky science-infused product brand owners to collaborate with licensing through the world’s most popular online science brand IFLScience

 

Science is trending.  Especially when it comes to fun, cool and facetious lifestyle products.  Licensing is the trending marketing programme right now too.

Put these two together with the world’s most engaging and most followed online science brand, and this will create some real magic for consumers.

IFLScience has already developed a successful product lifestyle programme in the UK (where the brand originates from) and the USA.  Collaborating with an array of brands across lifestyle products, Brand Owners are creating innovative products under the IFLScience brand or co-branded to drive new retail sales and tap into the avid IFLScience follower.

The collaborative licensing programme for Australia and New Zealand is managed by us here at Untapped Agency.  We are currently discussing licensing initiatives to tap into new retail consumers and channels across:

apparel, fashion accessories, FMCG, home, electronics, tech gadgets, education, toys, games, health, beauty, travel, leisure, entertainment, gaming, fitness, outdoors and environment

 

What makes the IFLScience licensing collaboration opportunity so enriching is the potential to communicate directly with the 2 million Australian followers if the IFLScience facebook community.  Depending on the marketing ideas of the Australian licensee and the type of consumer product, CMO’s and media agencies could cultivate quirky marketing campaigns posted to the IFLS FB community.

The consumer product licensing programme has already successfully been implemented in the UK and USA across a number of lifestyle categories.

The opportunity now in Australia is to collaborate with brands who are looking to align with the brand attributes of IFLS  to not only educate the masses, giving a deeper approach to science and encourage them to learn more but also to attract people who seek to explore, understand and appreciate the universe around them.

Translating this into consumer products that are clever, entertaining and enriching.

For more information on becoming an IFLScience Licensee, contact us at Untapped Agency

 

Celia Murray is a IP Licensing Specialist and Trademarks Attorney who lives for creating new revenue streams from licensing.  

To successfully venture into licensing, control of your brand is mandatory.  Untapped Agency offers Trade Mark Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, innovations and trademarks into innovative, new consumer products, services and experiences to drive revenue.

A key challenge for a Board is to remain profitable and on a growth trajectory in a dynamic and globalised market.

Uncovering untapped income which reduces innovation costs, time to market and risk can be achieved.

Intellectual property licensing is fast becoming the gateway to growth.

 

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In the new world of rapid change, astounding technology and brand domination, new strategies for innovation are evolving.  Companies that create and successfully leverage innovation are outperforming their competitors, driving new sustainable growth and delivering improved shareholder value.

Innovation can take many forms in an organisation, including the exploitation of intellectual property.  Progressive companies have identified intellectual property as a long-term focus which not just aligns, but can lead the corporate strategy.  It is their understanding of intellectual property which resides within their organisation, and their ability to commercialise this to create new income and increase the value of that asset, who are winning.

 

Intellectual Property (IP)

Not all ideas and innovations are created equal.  What if there was proven system whereby you do not create the innovation, yet you are consistently managing to innovate. Would you be interested in this competitive advantage?

There is a system and this is underutilised by Australian company leaders.  It harnesses the most important core elements of your organisation – your intangible assets – and transforms these idle rocks into diamonds. This is achieved through licensing commercialisation.

You could have many forms of intangible assets  locked away in your business. Intellectual property is a sub-set of your total intangible assets and these include trademarks, patents, copyright and registered designs.

Many Australian company leaders remain unfamiliar with intellectual capital, the value captured from all elements of intangibles assets that reside within a business.  Intellectual property is the most familiar component and is often ignored.

 

Commercialisation is king.

If you are not leading this growth program, there is untapped revenue latent in your organisation.  The ability for company leaders to achieve new sales income from new channels and territories is possible.  Almost all Australian Board Directors are ignorant of how to attempt to diversify growth strategies with reduced risk.  How to we know?  We educate our leaders as to commercialisation strategy and manage this program on their behalf.

 

Licensing commercialisation and monetisation.

One of the most easily developed and executed innovation strategies is licensing.

For many, licensing is an unrealised mechanism for exploiting intellectual property.  At a company leadership level, it often unwittingly ignored as a growth strategy as it is the least known innovation strategy to drive shareholder value.

Licensing leverages your market leadership, is risk averse when carefully governed and increased your brand’s lifetime value.

Licensing is a great form of innovation, if your definition of innovation is the process to achieve sustainable future returns.

 

Challenge Assumptions

As an IP commercialisation and monetisation specialist, we constantly challenge Chief Executives as to their lack of knowledge and experience in licensing for growth.

Firstly, investing in the old school internal R&D (research and development) model for creating new revenue.  If your company is a market leader on one Big Thing, why allocate so much money and energy creating something outside of your core competencies?  Why not license into this product/ service / engagement and remain agile, engaged with your consumers, attractive to new customers and drive new sales?

Secondly, what assets are lurking within your organisation that a defined strategy and key licensing partners could unlock as potential new income from a domestic and global audience?

Licensing of your brand and innovations externally or acquiring a form of intellectual property to fill a gap in your own entity, is what you need to start to invest in.

Currently less than 1% of Australian CEO’s are leveraging licensing to create innovative growth.  Licensing commercialisation is trending now. Don’t be last to the market.

 

Celia Murray is a IP Licensing Specialist and Trademarks Attorney who lives for creating new revenue streams from licensing.  

To successfully venture into licensing, control of your brand is mandatory.  Untapped Agency offers Trade Mark Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, innovations and trademarks into innovative, new consumer products, services and experiences to drive revenue.

The most successful marketers are those who can directly link the marketing expenditure efforts to incremental growth on sales.  These commercially savvy brand managers understand that the right strategy can unleash new consumer engagement and convert new customers.

One of the most effective and lucrative strategies is that of Licensing.

Brand Licensing is the art and science of extending your brand out of your core products and services, into new and complementary products and services that attract new consumers to your brand.  Many of these consumers may not have indulged in our brand in your current market-leading offering, but as they are aware of your brand’s reputation, when they are offered your brand in another category they may gravitate to engage.

There are millions of examples of successful brand licensing programmes.  The most exciting elements of licensing is that when effectively controlled, consumers are unaware that their engagement with your brand has been created by a third party who is licensed to present and sell your brand on your behalf.

Did you know that Disney does not make any of their toys?  They have selected very special manufacturers to develop, market and sell these on Disney’s behalf.  Disney controls the brand use, assesses the quality standards and the marketing communications and receives a royalty income from the licensee.

We you aware that Westinghouse licenses its brand onto a range of televisions, laptops, light bulbs, electric power generation and landscape lighting?  That Hershey doesn’t make their branded ice-cream, their licensee creates and distributes this?  A Black and Decker vacuum, their small domestic appliances, safety gear and humidifiers are licensed products?  How about The Wiggles toys, books, games and manchester – they are licensed to leading global manufacturers as licensees.

As a Brand Leader, you may have an iconic brand that could be licensed.  When a brand is leased to a third party, the programme becomes the domain of the marketing team to ensure that the treatment of the brand by the third party when connecting with consumers is seamless.  This means that a consumer will never know that the engagement was not directly from your own company.

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.   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.

Want to get ahead of your competitors?  Executive Brand Licensing Education for company leaders at Iptium could create a new revenue programme and increase your brand footprint.

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.

The Advantages of both Innovation and Trademark Licensing

As an Innovation Owner you may have created a novel and useful product, system or technology which you are actively protecting by patenting or by locking in those trade secret/know-how confidentiality documents to protect your know-how.

As you dream of retiring off your innovation, there is often one overlooked element of intellectual property that you need to develop in conjunction with your innovation.  Your Brand.

What should you do? Create a brand that allows for trademark.

Why should an innovation owner enhance their intellectual property portfolio with a trademark?  Here are a few examples to get your thinking.

    • KFC is a trademark brand.  11 herbs and spices is a nameless recipe secret.
    • Botox is a trademark brand.  No one knows the innovation name. The patent is for the modes of treatment in a clinical setting not the actual toxin produced by the Hall stream of clostridium botulinum serotype A.
    • FitBit is a trademark brand.  There are over 80 patents applied for by FitBit Inc which are used in varying forms to create the FitBit product.  These patents have names including ‘use of gyroscope in personal fitness tracking devices‘ and ‘methods and systems for identification of event data having combined activity and location information of portable monitoring devices‘.  The brand name is what the consumers ask for

 

What is a trademark?

A trademark is the identity of your business.  It is used to distinguish your goods or services from those of another trader.

A trademark can be a letter, number, word, phrase, sound, smell, shape, logo, picture, aspect of packaging or a combination of any of these.

When you pitch your innovation, what are you calling it?  What checks do you have in place to ensure that you can use that name?  Even worse, you fin you are gaining traction in the market and then you have to re-brand as you are infringing on someone else’s registered and legally protect name.

It is recommended that Innovation Owners also seek trademark registration.

The advantages of seeking a registrable brand name (a trademark), can include:

  • the ability to have an exclusive monopoly on your name in the products/services categories you have registered
  • you can increase the value of your IP Package as you pitch to the market because you can license your innovation and your trademark
  • it can help you from accidentally infringing on another entity where you pitch to market with a name that is already a registered by another competing brand – you would look a bit foolish if you had generated interest in the market and then had to rename yourself part-way through the negotiations
  • and if you are considering selling your IP and retiring from the profits, a trademark could increase the value of your sale as this sits in your financial accounts as an intangible asset.

All of these reasons can create a competitive edge in the market for you.

Want to know more?  Ask Untapped Agency.  We license brands and innovation to commercialise and monetise.

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

Celia Murray, Owner of Untapped Agency (Director of Licensing and Trade Marks Attorney), has launched Australia’s first intellectual property licensing education course for business leaders to create new royalty revenue streams from leveraging their brands. 

Affectionately known in the industry as Lady Licensing, Celia identified a knowledge gap in the market from her years of developing the licensing programmes for a number of the worlds most recognisable brands for the Australian and New Zealand markets.

Named IPTIUM, the new IP licensing programme provides intensive learning workshops for company executives and owners aiming to empower them to develop a licensing strategy. 

Lady Licensing recognised the knowledge deficiencies in the market where company owners and leaders are not exploiting their biggest asset – their brand – to extend into new channels and territories.

Intellectual property commercialisation and monetisation is underperforming at a Board and Executive level.  “Licensing is the least explored growth strategy by company leaders but can deliver a significant competitive advantage” says Lady Licensing and she attributes this to the lack of educational course availability and of practical learning environments.

The goal of IPTIUM is to work alongside Australia’s most endearing brands and to lead the Chief Executives and Boards through the process of licensing development, implementation and management to accelerate growth and profits.

There are many goldmines out there that IP Owners are unknowingly sitting on and we intend to help exploit these” promises Celia.

 

Celia Murray is a IP Licensing Commercialisation Specialist and Trade Mark Attorney who lives for creating new revenue streams from licensing.  

To successfully venture into licensing, control of your brand is mandatory.  Untapped Agency offers Trade Mark Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, innovations and trademarks into innovative, new consumer products, services and experiences to drive revenue.

The current global launch (err, except Australia – more about this later) of the highly awaited “The Lego® Batman® Movie” is a great example of brand collaboration licensing.  With Warner Bros Consumer Products brand DC Entertainment leveraging the success of Batman’s gruff character in the original “The Lego Movie”, Batman now stars in his own big-screen adventure.

Warner Bros and Lego further enhanced the promotional marketing leading up the release with cross-over to other Warner Bros entertainment brands, including The Big Bang Theory.  The skits are hilarious.

Collaborative brand licensing is a powerful marketing and sales tool.  By combing powers of the brands, both Warner Bros and Lego have created another large global licensing programme that will far outlast the cinema exposure.

On the back of the movie, co-licensing deals continued to be forged presenting a range of The Lego® Batman® Movie themed products.  While Lego is offering building sets, collectible Lego minifigurines, and expansion fun pack, Lego has also partnered with other licensees to increase the lifestyle merchandise.

Expect to see The Lego® Batman® Movie characters across publishing, costumes, apparel, phone accessories, stationery and homewares.

The learning from these two juggernauts of brand licensing to drive sales revenue is twofold.  Firstly, the discerning and selected consumer product strategy.  The Lego® Batman® Movie could be extended almost everywhere with a plethora of merchandise saturating retail.  The Brand Owners have wisely selected the complementary categories and products that would best suit the on-going brand extensions.

Secondly, the unrelenting management of quality.  Both brands command respect and have earned trust through the delivery of great brand experiences.  The Licensee partners selected are renown for their licensing experience to help build and deliver the movie merchandise programme.

For those who are new to licensing and the process to lead to successful management of your own brand, watching how the big brands play is always advantageous.  This collaboration achieves a strategic brand programme to drive sales and honours each brand’s heritage.

As for the Australia relase of the movie, unfortunately we are stalled for six weeks with the release held back until the next major movie season in the Easter school holidays.

Quote of the day, thanks Warner Bros

“Always be yourself.  Unless you can be Batman.”

And if you are a fan of The Big Bang Theory, check out these hilarious Lego® Batman® skits where Batman meets the Big Bang crew.

 

To successfully venture into licensing, control of your brand is mandatory.  Untapped Agency offers Trademarks Attorney services and is a Licensing Consultant 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.

 

IFLScience, the world’s most popular science blogging brand, has released the Top 100 articles from the last year to Untapped Agency as we represent the brand to transition from a digital phenomenon to innovative new consumer products, technology and experiences through licensed collaborations with the IFLScience brand.

It’s true, our favourite blogs are about sex
and aliens

IFLScience, the world’s most popular science blogging brand, has compiled their top trending news stories from the last twelve months.  No surprises that sex and alien stories rank in the top 20.  Thankfully, so do stories about higher intelligence.

 

Warning:  Topics mentioned may cause offence

Since its launch in 2012, the IFLScience blogging brand has transformed the communication of science stories, ideas, achievements, innovations and opinions to the general public.  The global size and reach of the IFLScience brand across digital platforms achieves 212 million monthly impressions, 50 million unique monthly visitors and has captured 24 million Facebook followers.

In Australia and New Zealand there is a loyal and engaged audience that follow the brand.  Down here, IFLScience achieves 4.6 million monthly impressions, engages 3 million unique monthly visitors and has over 2 million Facebook likes.

IFLScience has shared with Untapped Agency the Top 100 stories from the last year as to what garnered the most views.  Here are the IFLScience Top 20:

  1. Here’s what sex looks like from inside the vagina  (video taken down)
  2. The eight traits often associated with higher intelligence  
  3. Why cats are insanely afraid of cucumbers?
  4. Why was a Child’s ‘5+5+5=15’ answer marked as incorrect?
  5. How long does sex normally last?
  6. Observe the evidence for evolution on your own body
  7. Marijuana contains ”Alien DNA” from outside of our Solar System, NASA confirms
  8. Have we really discovered a huge alien megastructure around a star?
  9. This image can trick your brain and make you see it in color
  10. Man reaches into cave hole and pulls out your worst nightmare
  11. All blue-eyed people have this one thing in common
  12. Dear parents, you are being lied to
  13. This optical illusion of a brick wall is really driving the internet nuts
  14. Teenager wins $400,000 for his video explaining Einstein’s theory of relativity
  15. Why you need to stop using these hand dryers
  16. Study concludes that women who squirt during sex are actually peeing
  17. Why do dogs tilt their heads when we talk to them
  18. This new shade of blue was accidentally discovered by chemists
  19. Man fails paternity test because unborn twin is the biological father of his son
  20. Parents are freaking out because they can’t answer a 7-year-old kid’s exam question

The focus for Untapped Agency is to launch the lifestyle immersion programme of the IFLScience brand through consumer product licensing, licensing of cutting edge scientific products and technology, licensed promotions and fun learning experiences.  Untapped Agency is the appointed brand licensing agency in Australia and New Zealand.

“We are very fortunate to work with IFLScience to fulfil the consumer demand for IFLScience products and interactive events” says Celia Murray, Director of Licensing and Trademarks Attorney at Untapped Agency.

We look forward to hearing from innovators and brands who wish to collaborate with the IFLScience brand to bring new consumer products and experiences to market

 

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.

The beauty of owning a trending fashion brand, is the scope available to extend your brand into complementary new products and new consumer categories.  This is not a task that you as the brand owner need to create if you develop a comprehensive licensing programme.  Fashion licensing is the process of allowing your brand to be leveraged by other manufacturers, under your watchful eye, to engage with new consumers outside of your core fashion range that you produce.

There are many example of fashion licensing where a prominent designer or brand extends their brand reach and consumer products into new categories, new retailers and new international channels. Here is just one to help explain the licensing phenomenon:

Calvin Klein

The Calvin Klein brand launched in the late 1960’s with coats, then developed into a range of women’s leisurewear.  By 1977, the brand’s annual retail turnover had jumped to $30 million.  A rapid rise to fame but this was due to the brand’s inclusion of licensing.

While Calvin Klein continued with their core women’s leisurewear range, they had commenced licensing the brand into shoes, belts, sunglasses, furs, scarves and even sheets.  Deepening the product range and reach, the brand then licensed into jeans, cosmetics and menswear. Annual retail sales revenue from all branded products exceeded $100 million before the end of the decade.

The licensing revenue in the early 1970’s achieved $24,000 and by the end of the 1970’s was amassing over $7 million in royalty revenue for the Brand Owners.

Local Designer Fashion Licensing

So how is this relevant to a local domestic fashion brand?  Your brand is your greatest asset.  Every day you create innovative pieces to reproduce and retail for your loyal consumer base.  Over time your brand becomes more well known, stockists increase and you may even open your own stores.  Your time and money is focused on your core range and product offering.  While diversification into other apparel or accessories would be natural, sometimes the costs and risks can be prohibitive.

If your brand has influence and resonance, another party could leverage your intellectual property with licensing. Your IP is your brand, designs and copyright.  A licensee is given permission to design, manufacture and market your brand while paying you a royalty commission for these rights.

Your brand and the health of your business can benefit in many ways.  Licensing can increase your profit from creating new revenue streams, allows your brand to expand into complementary products, and to increase your brand marketing exposure and customer base.  Fashion licensing, when successfully managed, allows the Brand Owner and designers to control the brand use to deliver a consistent brand experience to consumers.

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.

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.

If you are unfamiliar with Licensing of a brand, let us help you with a few basic terms and parties involved.

Simply, brand licensing is like leasing of an intangible asset. This intangible asset in your brand intellectual property.

So what really is Licensing? Licensing is a contractual permission to use a brand in association with a distinct product, for a set period of time, in an agreed territory. Licensing is the process by which a brand owner extends a trademark, brand or character out of its principal environment and onto products of a complementary yet completely different nature. You are rewarded by receiving a royalty revenue for the use of your brand logo on a consumer product.

A Brand Owner is called the Licensor. Also known as the Property Owner, the Licensor either directly owns or is employed by the branded company to tat on their behalf an in the best interested of the brand development and shareholder wealth. The Licensor has the power to agree to the licensing program and the rules in which the brand will be managed in the market.

A manufacturer is called a Licensee. A licensee is the company that has a contract with the brand owner to produce defined products or services under the brand name of the brand owner. A licensee is responsible for the development and distribution of the licensed products, including participation is retail promotional activity to sell in and sell through products or increase service experiences with the consumer.

The management of the licensing program is the Licensing Agent. On behalf of the brand owner the Agent develops the brand strategic plan and is responsible for the execution of the plan. The Agency is an out-sourced third party who develop, execute and grow the brand expansion programme, championing both the brand and the licensee to retail and consumers.

Untapped Agency offers Trademarks Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, music, designs and trademarks into innovative, new consumer products, services and promotions.

If the thought of potential copyright infringement scares you senseless, then there is one simple way to avoid this predicament. Create your own original content.

Based on this sound reasoning, you could consider this editorial complete. However not everyone is a composer or a lyricist and more than likely you will need to source music to complement your own creative works.

Here are a few pointers to get you prepared. And if you are still a bit muddled, seek professional advice or a music licensing agency to manage this for you.

1. Copyright is automatically granted to the original creator of a works. There is no registry in Australia or New Zealand.

2. Copyright, as per the Copyright Act 1968, covers original works of text, artistic works, music, computer programs, sound recordings and films.

3. A Copyright Owner has the exclusive right to grant reproduction rights of your material or the right to perform the works in public.

4. A Copyright Owner can prevent others from reproducing or communicating their work without their permission.

In Australia and New Zealand, copyright is automatically granted as soon as it is put into material form, meaning recorded or written.

So if you were contemplating ‘borrowing’ someone else’s work to include in your Social media video, it is advisable to achieve copyright clearance before you hit POST.

Untapped Agency is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, music, designs and trademarks into innovative, new consumer products, services and promotions.

After years in the licensing game, managing global brands and launching local brands to expand sales and consumer engagements, there are three repeating and incorrect assumptions we contend with. As a Licensing Agency, we create innovative new consumer products, services and promotions for our Brand Owners. We are aware that for a Brand Owner to start licensing, they are hindered with these inaccurate ideas about licensing of their greatest assets.

1. Loss of Control

This is not an issue if the licensing strategy is robust and understood with your Agent. It is our job to create the deals and manage your Brand as per this strategy. We create this massive programme for all our Brand Onwer’s before any conversations with the market. A refined and agreed strategy determines the paramatres of your control over licensing.

Only once the strategy is signed off, does the focus then turn to your License Agreement. A well drafted agreement with an Intellectual Property Lawyer will seek to maintain control with the limits of brand use.

2. Licensing is Label Slapping

Wrong. Licensing can be overt or discreet depending on the outcomes each party wants to achieve. What if I shared that Nike doesn’t actually make their Boxing Shoes. They license them to another manufacturer/distributor/sales/marketing boxing shoe manufacturing company. Why? Boxing Shoes are not a core competency for the Nike company, but having leadership in the category remains the goal. So licensing with the best in class manufacturer to now create Nike branded boxing shoes fulfills this strategy. This is subtle and effective.

3. Licensing is the same as Franchising.

No way. Licensing is ‘leasing’ of your most valuable asset – your brand. Licensing can transform and unlock the intangible value of the brand you have carefully constructed by ‘loaning’ this to another third party to create incredible, desirable, lifestyle products in other categories and other territories for a fixed term when your own company lacks that experience and expertise. The Licensed Brand elements integrates into a manufacturer who already has their own skills, networks and expertise in a specific market and category to further develop the brand. Opportunities and skills that are too difficult or too expensive for you, Brand Owner, to create yourself.

Relationship is controlled by Brand Use.

Franchising is a business system in which the Franchisor provides the Franchisee with the operational framework in which to manage their business. Relationship controlled by business systems.

Untapped Agency is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, music, designs and trademarks into innovative, new consumer products, services and promotions.

In licensing, the Apparel and Apparel accessories are on of the biggest categories for revenue creation. In 2014, in the United States alone, this category was estimated to achieve over USD$50 billion in licensed sales.

So what is trending now? These are the top three commanding retail space overseas:

1. Art As Fashion
With the rise of print-on-demand consumers are seeking a more individual,less mass, sense of identity which has given rise to more art collaborations on fashion. Personal identity and apparel as individual statements has opened up the door for more bespoke artist licensed collaborations offered by a retailer.

2. Retro Character Couture
Branded licensing is not a mass market phenomenon with new trends now seeing retro brands appear in retailers including HMV, Sainsbury TU and M&S (Marks & Spencers) just to name a few UK brands. The economic climate has inspired the trend for nostalgia brands and this will continue to grow. Character Couture, the retro aesthetic revered in the “geek” culture wave, is going vertical from kids up to adults. In 2014 SpongeBob SquarePants made his Milan Fashion Week debut in February in a range from Moschino, as an example.

3. “Athlesiure”
That’s right, the blending of athletic performance wear and leisure wear creating a new apparel genre ripe for licensing. A recent example includes Commercial fitness equipment manufacturer Life Fitness whose growth strategy now includes a licensed range of activewear to accompany their core range of gym equipment.

Untapped Agency is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, music, designs and trademarks into innovative, new consumer products, services and promotions.

Composers and those who invest in their music rely on Copyright Laws to protect their creations. This allows the Copyright Owner to claim certain legal rights to their works including controlling how their works are used in a licenses and how the royalty commission is earned.

Copyright in music can subsist in the composition (including the lyrics), the sound recording, and even the choreography if there is a video or performance.

Australian Copyright Law gives copyright owners the exclusive rights to:

  • reproduce the work – including recording a performance of it, photocopying it, or downloading it from the web
  • perform it in public
  • communicate it to the public – through radio, television and the internet
  • arrange or transcribe it
  • make it public
  • translate the lyric

There are many ways in which music can be commercially exploited; streaming, recording it on device or product, using it in advertising, selling it online and downloading it for mobile phone ringtones. Use can be granted through a license for a fee which provides royalty revenue for the numerous copyright owners. If you want to use a song, a part of a song or manipulate a song to accompany your own or company marketing material, you need a license.

Untapped Agency is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, music, designs and trademarks into innovative, new consumer products, services and promotions.

In the world of Licensing of brands, driven by the need to offer a 24/7 brand engagement, last year was lead by the major global brand Licensor’s strategising not just to build brands, but to build licensed franchises.

As a case study of the 360 Degree Licensed Franchise phenomenon, then a quick recap of Disney’s work with the Star Wars brand. Episode VII: The Force Awakens flew past the $1 billion mark at the box office faster than any other in film in history.

But wait, there’s more. To continue the franchise royalty revenue, the studio plans to release a new Star Wars film every year from now until 2020. This is in conjunction with other licensed experiences including television, live events and the dominating range of consumer products.

Case Study Two: Marvel’s Avengers: Age of Ultron continued mighty power of the superhero genre, raking in $1.4 billion worldwide. More Marvel movies (2 a year for the next 5 years), attractions, products, experiences contributing to the 360 degree strategy of consumer engagement.

Case Study Three: Universal’s revival of the Jurassic Park franchise with Jurassic World delivering $1.6 billion in box office sales worldwide. Universal also continued the franchises of Furious 7 and Minions, both of which enjoyed a healthy return at the box office and reinvigorated retailer support with refreshed consumer products.

A 360 Degree Licensed Franchise programme seeks to attain full brand leverage into royalty revenue across multiple platforms. Licensing is not linear, it is not just consumer products, but now includes licensed promotions, services, events, attractions, animation and interactive gaming to continue to touch new and reward loyal consumers.

Untapped Agency is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, music, designs and trademarks into innovative, new consumer products, services and promotions.

Thanks to the success of STAR WARS (another Disney acquisition) and the innovative licensed merchandise programme off the back of the blockbuster movie takings, Disney tops the ranks as the World’s Most Powerful Brand.

This list released in February 2016 is compiled annually by Brand Finance, a world leading independent brand valuation and strategy consultancy.

But it is not just STAR WARS that is attributing to this top ranking. Disney’s ownership of franchises including ESPN, Pixar, The Muppets and Marvel and Disneyland, plus the back catalogue of Mickey, Winnie the Pooh and many Disney Princesses, escalated the brand for the last year.

The top ten most powerful brands are:

1. Disney
2. Lego
3. L’Oreal
4. PriceWaterhouseCoopers
5. McKinsey & Company
6. Nike
7. Johnson’s
8. Coca-Cola
9. NBC
10. Google

Untapped Agency is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, music, designs and trademarks into innovative, new consumer products, services and promotions.

Executives, brand owners and licensing professionals preparing for another big year as we create innovative and incredible licensing programmes, it is time to focus on the top trends in licensing.

1. Scattered Consumer Market – traditional licensing has dominated the mass retail chains, clearly identifiable with entertainment licensing (think kids character in every category), and now the mass retail dynamic of predictable licensed goods are dramatically changing. The visible retail migration to include niche brands has been opened as consumer channels for buying also evolve. We are now seeing more unique brands creating even more exciting brand extensions.

2. Original Brand Extensions – brands are now diversify into refreshing new consumer lifestyle products making a compelling and interpersonal consumer relationship. New categories, new target audiences, new geographical locations and co-licensing are driving new revenue.

3. Mobile Consumers – the Deloitte Mobile Consumer Survey 2015 (The Australian Cut) provided insight that mobile consumers aged between 25-34 were most likely to browse shopping sites weekly (84% regularly) converting to 64% making a purchase online. Speed of your retail site, ease of shipping (or free!) and a simple returns policy are creating a headache for the traditional bricks and mortar. This is especially true if the licensed brand extension is exclusive/hard to get than a mass brand.

Untapped Agency is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, music, designs and trademarks into innovative, new consumer products, services and promotions.