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The NFL is a business that produces a product. Like any other business, no matter how loyal the consumers, once the quality of the product declines, so does the loyalty of the consumer and the value of the business. The NFL’s players, coaches and other celebrities derive substantial incomes from…

How do you ensure whether an existing agreement between a licensor and a key licensee is a license agreement or a franchise agreement? There are subtle but real differences in how one determines what is a license or a franchise. Let’s take a look at some general franchising background first.…

Corporate licensing programs date back to the turn of the century. But was an underutilized corporate strategy until the late 1970s. Prior to that time period, corporate licensing was relatively obscure, primarily used in overseas markets and in technical transfer situations. The concept blossomed in the late 1970s because of…

The British Army took control…of their brand assets As any organisation grows they are almost certain to collect a large selection of images, logos and other branding resources. The various copyrights, licenses and internal policies attached to each of these branding tools can easily start to get confusing, particularly when…

Many people ask CONSOR the question: what is licensing? In simple terms, licensing grants the right to a second party to use a trademark, patent, process or copyright for a given product or service, for a given period of time, in a specific territory. The history of licensing dates back…

Consor predicts Hunger Games to be the next big licensing property since Harry Potter. The Hunger Games franchise began with page one. Consor thinks the author may have been developing the licensing strategy while writing the book. Licensing strategies pull from the main property and create products that fit. The…

There is no doubt that the basic premise of licensing is changing: The old methods of distribution, the old pricing systems, the old royalty rate ranges, the old relationships, the old selling and on-shelf periods, the old delivery systems to consumers – everything is in flux. It is also clear…

When an addiction to social gaming turns into a product endorsement: the case of Alec Baldwin getting thrown off a plane due to Words with Friends. Here we go again – a celebrity’s actions go overboard and he is actually thrown off a plane. If you haven’t heard through your…

CONSOR feels bad for Thanksgiving. Thanksgiving tends to get lost between the fantasy of Halloween and the abundance of Christmas. Who could blame retailers – there is only so much time companies can devote to advertising campaigns. But some brands can capitalize on the lack of attention given to Thanksgiving.…

Part I: What are the alternatives to the 25% Rule of Thumb? Previously we discussed the demise of the 25% Rule of Thumb. While the 25% Rule of Thumb won’t be missed, it does pose the “what-now” question: what analytical techniques are available to replace the 25% rule? If there…