Jan

    Celebrity Licensing

    1 PM EST

    Licensing always carries a certain degree of risk that can never be entirely eliminated. However, licensors can assess risk and reduce the likelihood of problems. This webinar will discuss various risk types and then focus on common risks such as licensed product failure, cannibalizing the core product, consumer complaints, contractual nonperformance, other contractual risks, counterfeits and infringements, non-contractual promises, and reputational damage.
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    A number of celebrities have achieved true brand status entirely through licensing. An understanding of how they have accomplished this is instructive for existing brands seeking to grow through licensing as well as new brands seeking to achieve consumer awareness. This subject provides insights about the dos and don’ts of trademark licensing, including several best practices.

    Join Beanstalk co-founder and Chairman Michael Stone, author of The Power of Licensing: Harnessing Brand Equity for this discussion.

    In particular, we will focus on what makes a celebrity a brand, celebrity and retailer motivations, and digital celebrities. Various celebrities including Kathy Ireland and Drew Barrymore will be used as illustrative examples of things that can go right and things that can go wrong.

    Event Details

    Duration

    60

    Format

    Web

    Date

    Jan 22, 2020

    2020-01-22T13:00:00-05:00 2020-01-22T14:00:00-05:00 Celebrity Licensing Licensing always carries a certain degree of risk that can never be entirely eliminated. However, licensors can assess risk and reduce the likelihood of problems. This webinar will discuss various risk types and then focus on common risks such as licensed product failure, cannibalizing the core product, consumer complaints, contractual nonperformance, other contractual risks, counterfeits and infringements, non-contractual promises, and reputational damage.

    Speakers

    Michael Stone

    Beanstalk

    Michael Stone is a highly recognized authority on brand licensing and is the chairman and co-founder of the leading global brand licensing agency, Beanstalk. The recipient of twenty-three LIMA International Licensing Awards, he has been instrumental in driving the evolution of brand licensing as a marketing tool used by many Fortune 500 companies. Stone is frequently sought after as a brand authority by the media, writes and lectures extensively, and has served as an adjunct professor of Brand Licensing at Baruch University School of Business and Long Island University Post. Stone is a member of the board of Year Up New York, a charitable organization committed to closing the opportunity divide facing urban young adults. He has a B.A. from Hamilton College and a J.D. from Emory University School of Law.

     

     

     

    Sponsors

    ABACLE

    MCLE Information

    The ABA will seek 1.00 CLE general credit hours in 60-minute-hour states, and 1.20 general credit hours of CLE credit for this program in 50-minute states. Credit hours are estimated and are subject to each state’s approval and credit rounding rules.

    View - MCLE Details

    Deaf/Hard of Hearing Attendees

    CART (Communication Access Realtime Translation) service provides instant accessibility for the deaf and hard of hearing by delivering the spoken word as a realtime stream of text. CART service for this program is firewall-friendly and works in almost any network environment with Internet access, and is compatible with all major web browsers.

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