Blog
July 9, 2020
Lamaze International Appoints IMC as Global Licensing Agency
Lamaze International, a nonprofit organization and trusted global leader in ensuring all parents make confident and informed decisions for over…
May 25, 2023
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IMC Licensing Once Again Named a 2023 Top Global Licensing Agent
Brand licensing agency IMC Licensing is honored to be certified once again as a 2023 Top Global Licensing Agent by…
May 11, 2023
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Why IMC: Our Unique Difference Told Through Our Case Studies
We recently refreshed the case studies on our website, and it reminded us of our love for these programs and…
April 20, 2023
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#1 Marketing Trend for Brand Licensing in 2023: Let Influencers Do Your Talking
Whether you call it Influencer Marketing, User-Generated Content, or Content Creation, partnering with real people who can share real stories,…
February 9, 2023
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IMC Licensing To Help SilverSneakers Engage More Seniors In Healthy Activities
SilverSneakers® by Tivity Health®, the nation’s leading fitness program for older adults, has appointed IMC Licensing as its exclusive brand…
January 4, 2023
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Brand Licensing and NFTs: A Great Idea, For a Few
Almost every industry in America has been wondering what it should do about NFTs, and the brand licensing industry is…
December 8, 2022
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IMC’s Licensing Deal Negotiation & Contract Execution Services
At IMC, we believe that negotiating and executing licensing deals requires a unique approach. Our deals aren’t hammered out between legal…
October 31, 2022
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Licensing: Bobbleheads or Brand Marketing?
Brand licensing is brand marketing. It’s that simple. We live in a marketplace where brands dominate. And then extend themselves…
September 7, 2022
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That’s a wrap on Licensing Expo 2022
It’s been just two weeks since we attended Licensing Expo 2022 and we’re still reveling in the excitement of seeing…
June 8, 2022
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Is Your Brand Ready for Licensing?
Licensing a brand can be a highly strategic tool for brand owners, so it’s no wonder many look to the…
May 19, 2022
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Lessons from 25 years of Brand Licensing
IMC Licensing just turned 25, an anniversary that offers a good time to take stock on everything we’ve done and…
April 7, 2022
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IMC Licensing Named Top 20 Global Licensing Agent
IMC Licensing is thrilled to be recognized on License Global‘s Top 20 Global Licensing Agent List. We’re honored to have our…
March 18, 2022
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Trends in Royalty Rates and Guarantees
Signs of economic recovery are emerging. As we’re eager to move on from the pandemic, companies are still managing many…
February 25, 2022
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The Top 5 Reasons You Should License Your Brand
Why license? Our list of reasons could go on and on, but today, we’re starting with the top 5 reasons…
December 12, 2021
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How to Resource your Licensing Program
Are you a brand owner who is considering a licensing program for your brand? While many think it’s a quick…
October 28, 2021
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The 5 Pillars of Successful Licensing | Featuring the IMC Team
Join us this week for a new episode of The Brand Licensing Podcast! The IMC team will be taking a closer…
September 14, 2021
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The 5 Pillars of Successful Licensing
The potential for licensing a brand is exciting! Marketers and business owners often have an inkling that their brand could…
August 24, 2021
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Licensing Through a Data-Driven Lens | Gary Symons, The Licensing Letter
Ready to take a look at licensing through a data-driven lens? Today, we’re digging into the data behind the licensing…
August 4, 2021
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Long-Term Licensing vs. Short-Term Licensing: Which is Right for You?
Being the dynamic tool it is, licensing can be tailored to fit the needs of any brand. But which is…
July 15, 2021
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What’s Next for the Licensing Industry | Maura Regan, Licensing International
We’re ringing in our new season of The Brand Licensing Podcast with the President of Licensing International, Maura Regan. On…
July 12, 2021
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14 Industry Insights from Today’s Top Experts | Season 1 Highlight Episode
Today marks one year of The Brand Licensing Podcast! To celebrate, we’re looking back at our first season and the incredible insights our guests have…
July 6, 2021
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IMC Licensing Named on License Global’s Top 20 Global Licensing Agent List
IMC Licensing is thrilled to be recognized on License Global‘s Top 20 Global Licensing Agent List for 2020. We’re honored…
June 30, 2021
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Bringing Digital Brands from Screen to Shelf | Taylor Carlson, Group Nine Media
For digital media firms, licensing has become a secret weapon. Group Nine Media’s VP of Brand Development, Taylor Carlson, is talking with us about…
June 18, 2021
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Interested in Licensing Your CPG Brand in International Markets? It’s Not as Easy as You May Think.
What are your international capabilities? It’s a common question we get from CPG brand owners when evaluating brand licensing agents.…
June 15, 2021
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Breaking Down Licensing Models, Part Two: Mono-Branded Vs. Co-Branded Products
Mono-branded vs. co-branded – what’s the difference? And how do you know which approach is right for your brand or…
June 7, 2021
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Managing Licensing Programs in Multiple Markets | Timo Olkkola, Flowhaven
Today, we’re welcoming Timo Olkkola to the podcast! As CCO and Co-founder of Flowhaven, Timo will be sharing his insights on international licensing and…
May 28, 2021
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Food and Makeup Brands are Hungry for Buzzworthy Brand Collaborations
In 1975, Lip Smackers licensed the iconic Dr. Pepper brand for their flavored lip balm line, being the first to combine a food/beverage flavor profile with a health and beauty product. I myself remember having several different Lip Smacker flavors…
May 26, 2021
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How Risky is Brand Licensing | Emily Wickerham Randles, IMC Licensing
Worried that licensing is too risky for your brand? Host of The Brand Licensing Podcast, Emily Wickerham Randles, is walking through the steps…
May 14, 2021
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Breaking Down Licensing Models, Part One: Inbound Licensing vs. Outbound Licensing
With brand licensing, the possibilities are endless. With endless opportunities come endless questions on the best way to approach licensing…
May 10, 2021
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The Top Retail Trends You Need to Know | Michelle Lamb and Leigh Ann Schwarzkopf
Today, we’re welcoming our first-ever duo to The Brand Licensing Podcast! Michelle Lamb of The Trend Curve and Leigh Ann Schwarzkopf of Project Partners…
April 30, 2021
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Negotiating Licensing Contracts That Last | Julie Brown, IMC Licensing
We’re welcoming Julie Brown to The Brand Licensing Podcast! As IMC’s VP of Client Services, Julie is bringing her expertise in deal negotiation and…
April 16, 2021
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How to Handle RFPs Like a Pro | Luka Erceg, GEP
On this episode of The Brand Licensing Podcast, we’re getting the inside scoop on RFPs with Luka Erceg of GEP. About…
March 29, 2021
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Brand Licensing Basics: What You Need to Know
Our team has been busy working on some exciting new client projects. In between the pitches and licensing 101 projects,…
March 22, 2021
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Cultivating a Creative Brand Strategy | Alaina Caldwell, StyleWorks Creative
Ready for a new episode of The Brand Licensing Podcast? Tune in next week to hear the latest and greatest on…
March 1, 2021
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The 3 Licensing Trends We’re Watching in 2021
We saw many new product trends take flight in 2020, and they are here to stay in 2021 and beyond.…
February 22, 2021
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The Rules of Royalty Accounting | Vincent Leoni, Miller Kaplan
From royalties to GMRs, the financial side of licensing can feel overwhelming. But no need to fear! This week’s episode…
February 1, 2021
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Opportunities in Gaming Licensing
Recently on our podcast, we had an exciting conversation with Lauren Fields Conlon, VP of Licensing and Merchandising at Loaded…
January 27, 2021
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Leveraging Digital Marketing for Your Licensing Program | Natalie DiBlasi, LACED Agency
This week on The Brand Licensing Podcast, we’re sitting down with digital marketing maven, Natalie DiBlasi. Bringing her brains as…
January 18, 2021
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The Next Level in Gaming Licensing | Lauren Fields Conlon, Loaded
From Ninja to Shroud, the gaming industry’s top content creators are reaching new levels through licensing. On The Brand Licensing Podcast, we’re taking a…
December 16, 2020
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IMC Licensing’s 2020 Year in Review
It’s easy to focus on all the craziness when looking back on 2020, but here at IMC, we honed-in on…
December 14, 2020
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The Future of Sports Licensing | Terése Whitehead, NFL Players Association
Get ready for today’s guest on The Brand Licensing Podcast, Terése Whitehead! While Terése is currently keeping score at the…
November 18, 2020
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Debunking CPG Brand Licensing Myths
Debunking licensing myths is a familiar topic of conversation for the IMC team. From prospective client pitches to onboarding a…
November 16, 2020
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Why Do I Need a Licensing Agency?
Using a licensing agency versus building a licensing program in-house is similar to a house project – you can take the DIY approach…
September 21, 2020
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IMC Licensing Named Top 25 Global Licensing Agent
IMC Licensing is thrilled to be recognized by License Global as a Top 25 Global Licensing Agent. On this year’s…
September 10, 2020
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A Fresh Perspective on Licensing | Lauren DeLapa, IMC Licensing
On the latest installment of The Brand Licensing Podcast, we’re sitting down with Lauren DeLapa from IMC Licensing. As an Associate Account Manager,…
September 9, 2020
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IMC’s Proven Brand Licensing Deal Process
Wading into the licensing pool can be pretty intimidating. On one hand, you think you should understand every aspect, but on…
August 19, 2020
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Pet Licensing in the Pandemic | Steven Shweky, Fetch for Pets
On the latest episode of The Brand Licensing Podcast, we’re sitting down with Steven Shweky, President of Fetch for Pets,…
August 10, 2020
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Why Work With IMC Licensing?
So, you’re looking for a brand licensing agency. Congrats! Jumping into licensing is an exciting endeavor, but now, you’re facing…
July 23, 2020
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Understanding Retail Marketing | Randy Golenberg, Spark Your Brand
On the latest episode of The Brand Licensing Podcast, President of Spark Your Brand, Randy Golenberg, sat down to discuss the nitty-gritty of retail marketing. Randy…
July 23, 2020
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The Power of a Style Guide for Your Licensing Program | Tom Froberg, StyleWorks
On this episode of The Brand Licensing Podcast, we are joined by Partner and Creative Director of StyleWorks, Tom Froberg. Our conversation dives deep into…
July 23, 2020
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Managing Licensing Programs with CRM Software | Nate Cavanaugh, Brainbase
Joining us on The Brand Licensing Podcast is co-founder and CEO of Brainbase, Nate Cavanaugh. On this episode, we take a closer look…
July 23, 2020
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The Brand Licensing Podcast Official Launch
It’s launch day! The Brand Licensing Podcast is officially live to listeners, and we couldn’t be more excited. Check out our first three…
July 23, 2020
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The Brand Licensing Podcast – Launch Lineup
We’re counting down the days until the launch of The Brand Licensing Podcast and can’t wait to share our upcoming…
July 23, 2020
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Introducing The Brand Licensing Podcast
Our team is excited to announce the launch of The Brand Licensing Podcast. The podcast will be available across streaming platforms on July…
July 23, 2020
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IMC’s Program Management Services
Once we’ve executed a thoughtful licensing strategy and connected you with the perfect licensee via our solicitation services, we don’t ghost. We’re in it…
July 23, 2020
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Restaurant Licensing: Product Extension Strategy Approach
We recently spoke with a leading casual dining restaurant chain about licensing their brand. They wanted three things: Big deals Product on…
May 27, 2020
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IMC’s Licensing Solicitation Services
So, you’re looking to jump into licensing solicitation and start your search for potential partners. Where do you begin? This is where we come into the picture! At…
May 19, 2020
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IMC’s Strategy Services
As experts a top brand licensing agency, IMC offers three core services: licensing strategy services, partner solicitation, and program management.…
April 22, 2020
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In The Press: IMC Licensing Announces Representation of ELEVENPARIS Fashion Brand
CONTACT:Emily Wickerham RandlesIMC Licensingerandles@imclicensing.com1-502-272-2406 IMC Licensing Announces Representation of ELEVENPARIS Fashion Brand IMC Licensing is proud to announce its representation…
April 21, 2020
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Are you a Good Licensor? Tips to Maximize your Partnership with Licensees
As a licensor, you have high expectations of your licensees. And you should! You manage a leading brand and business…
March 31, 2020
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In the Press: Biggie Smalls Launches Snack Line Through Licensing Deal with Rap Snacks
Originally from RapSnacks.net. New York, NY (December 6, 2019) – This January, Rap Snacks, the official “Snack of Hip Hop,”…
March 26, 2020
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Trends in the Outdoor Industry & How Brand Licensing Can Help Fuel Growth
We recently attended the 70th Outdoor Retailer show in Denver, CO. Outdoor Retailer happens twice a year. There is a…
February 28, 2020
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Brand Licensing vs. Patent Licensing – How to launch a new product through Licensing
We get several calls from start-up companies and entrepreneurs about utilizing licensing to launch their product. The conversation usually goes…
January 28, 2020
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The Basics of Royalty Accounting: What You Need to Know
Royalty accounting can be somewhat complex, especially depending on the contract terms that are negotiated. However, once you have an…
May 3, 2019
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Don’t make this common mistake with your license agreement
It’s fairly common, a licensee’s legal or executive team negotiates and signs the licensing agreement and then hands the reigns…
May 1, 2019
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Royalty Accounting – Guaranteed Minimum Royalties (GMR)
Today, most businesses prefer not to guarantee results in a contract — let alone guarantee sales results. This is what…
April 10, 2019
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What Should My Licensing Royalty Rate Be?
Inevitably one of the first questions asked is how much will we earn in royalty revenue. As an industry expert…
March 21, 2019
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Mitigating Your Brand Licensing Risks
Some consider licensing out their brand very risky, while others would argue that licensing out their brand is a low-risk…
February 14, 2019
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Outdoor Retailer
One of our clients is looking for new partners in the outdoor space. With Outdoor Retailer happening down in Denver, I jumped…
December 3, 2018
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Licensing Show 2018
We stopped exhibiting at the licensing show when it moved from NY to Las Vegas. That seems like ages ago,…
May 29, 2018
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Licensing Show 2017
Like many industries, once a year the licensing community descends on Las Vegas, Mandalay Bay. The show offers something for…
June 5, 2017
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Licensing During Disruption: How Licensing Can Serve the Auto Industry as it has Served Others
Disruption: The Only Constant Did you ever think you would buy toilet paper on your phone? Neither did supermarkets. Did…
May 1, 2017
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2nd Annual Licensing Summit in New York
It was our first year attending the 2nd annual Licensing Summit in New York and we’re so glad we added this conference to…
March 7, 2017
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Brand Licensing 2016 Update
2016 was another great year for us here at IMC. We enjoyed working with our licensing partners and meeting with…
February 6, 2017
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2017 Licensing Trade Shows – Tips and Tricks
I can’t believe there hasn’t been a funny movie made about the trade show experience. You know you can relate!…
January 15, 2017
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A product launch hits close to home: Introducing the new line of AT&T mhealth Baby Monitors
As a licensing program manager, I always get excited for a new product launch at retail. Licensees, licensors, agents, manufacturers,…
March 28, 2016
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Connect and Share with New AT&T Baby Monitors, Available Exclusively at Babies “R” Us
Baby’s Journey and AT&T Enter the Baby Monitor Category to Provide Parents a New, Convenient and Secure View into Baby’s…
February 16, 2016
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It’s Cool To Be Healthy: How Marketing Saved Wellness’ Business Model
Is cheesecake the new tobacco? That’s a question asked that has highlighted both good news –the New York Times last week, Americans Are…
August 5, 2015
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When Products do the Talking: Volvo Life Paint Says it All
At this year’s Cannes Lions International Festival of Creativity only one campaign won two Grand Prix Awards (in Design and Promo/Activation), and…
July 15, 2015
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The 5 Hottest Topics at Cannes Lions 2015: Women, Girls, Girls, Women, and Girls
Last year Facebook’s Sheryl Sandberg came to the Cannes Lions Festival of Creativity, and boy did she make a difference. …
June 29, 2015
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4 Reasons Why Licensing Needs Digital Marketing
Five years ago many of our licensing clients (global CPG brands among them) weren’t even using digital marketing and social…
June 26, 2015
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Stories Beat Data: And Other Marketing Insights from Cannes Lions 2015
For all the lessons technology teaches us, did you ever feel like it also ignores some of the most important…
June 26, 2015
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3 Proven Ways to Save Your Brand from the Brink: Business Comeback Stories
Though it’s a few years old, I recently re-read “The Biggest Business Comebacks of the Past 20 Years” shared the stories of…
May 6, 2015
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Earned Social Media = Earned Consumer Trust
Brands are constantly seeking the loyal consumer. Not the one who buys occasionally, but the one who follows through on…
April 24, 2015
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Four Things Great Brand Licensing Partners Do
Batman and Robin. Brin and Page. Ben & Jerry. Some business partnerships are so great that they appear to happen…
January 13, 2015
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My 3 Lessons from CES: How Tech Makes Great Products Happen
This year’s CES (bigger than ever, and more interesting than usual) failed to offer one show-stopping piece of technology, but…
January 8, 2015
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Rethinking the 4 P’s for a Digital World
Since Jerome McCarthy laid out the Four P’s in 1962, we’ve been able to take for granted that a successful…
December 8, 2014
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Do you buy “Charmin” or “Toilet Paper”? Category Managers Know, Even if You Don’t
When you make your shopping list, do you think about buying a category or a brand? Even if you think…
November 4, 2014
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Lowe’s OSHbot: The Robot Holiday Sales Associate
When Orchard Supply Warehouse, a California based home improvement and gardening retailer, was purchased by Lowe’s last year, its employees…
November 4, 2014
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Why Mobile Matters this Holiday Season
My friend called me from Target last week. “I am standing between the Halloween costumes and Christmas decorations, what is…
November 4, 2014
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Are you ready to buy a Chiquita-brand orange?
Chiquita Brands, a former IMC client, found itself in play this year, with competing offers from the Ireland-base Fyffes, the world’s…
October 30, 2014
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Private Label Means Growth – Even for Brands
Only a decade ago, it was not easy to use the terms “private label” and “brand” together. But private label…
October 13, 2014
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4 Keys to a Knockout Private Label Program
Gil Phillips, Vice President of Corporate Brands at Kroger told the Cincinnati Enquirer about their house brand strategy, “We’re not offering…
October 7, 2014
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The rise of consumer as chief storyteller – and brands’ new supporting role
The beginning of the end of storytelling, announced David’s Berkowitz’ piece in Ad Age last week. The end of storytelling? The…
September 25, 2014
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Retail development isn’t just about getting into Walmart
Every business that has ever developed a product dreams of getting on shelf at a Walmart or Home Depot. Big…
September 18, 2014
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New channel strategies: Sometimes disruptive innovation is a where, not a what
Our CEO, Carla Dearing, recently wrote about what makes an innovative product disruptive. Thanks to technology, we assumed for many years that…
September 4, 2014
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McDonalds and Starbucks: How Both Get Coffee Pricing Wrong (and Dunkin Doesn’t)
Kraft Foods recently entered into a license agreement with McDonald’s to deliver McCafé Coffee to a supermarket near you. While…
September 3, 2014
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From Budget Friendly to Premium: Will Consumers Buy Into a Premium Priced McCafe?
I have something I have to get off my chest. I don’t drink coffee. There I said it. I don’t…
August 24, 2014
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5 Top Licensing Trends for Restaurant Brands at Retail: Which Chains Should be in Supermarkets Now?
Licensing restaurant brands into supermarket products is nothing new. Brands like Marie Callendar’s (in pies and frozen dinners), TGI Friday’s…
August 11, 2014
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Disruptive Innovation: Products That More People Want
Less is more. So the theory goes with “disruptive innovation.” A new product is disruptive innovation if it has something…
July 16, 2014
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5 Ways to Evaluate a Potential Licensee
Licensing a company to expand your trademark into other product categories can be rewarding to your bottom line and strengthen…
July 15, 2014
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Consumers Followed Their Noses: How Fragrance Ended Up Everywhere
Is there any product that doesn’t come in a scented version? Today you can buy not just scented candles but…
June 12, 2014
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The Omni-Product Brand
Since 1997, IMC has been helping the owners of global iconic brands find ways to grow through new products and…
April 3, 2014
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Backing into Innovation: Capturing New Consumers for Hearing Aids
While I was at International CES earlier this month I had a chance to meet with leaders of the hearing aid business…
January 28, 2014
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Lean In to Cause Marketing?
When it comes to business, the talented male professional is perceived as “boss” while the talented woman professional in the…
January 17, 2014
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CES 2014 – Innovative Partnerships, not Products
Last week I was one of the 150,000 people swarming around Las Vegas for International CES. While the show has never…
January 15, 2014
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What an Omnichannel World Means for Brand Licensing
If you want to develop great products that actually sell at retail, you are probably already thinking about how to…
January 2, 2014
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Starbucks, Kraft and the $2.7 Billion Divorce
Last week’s LIMA Bottom Line featured an article I wrote about the recent resolution of a long-running dispute between Starbucks…
December 23, 2013
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7 Most Inspiring Products for Old People are Great New Products for You, Too.
IMC’s hometown hosted the Louisville Innovation Summit last week Aging care is a growth industry for Louisville (headquarters for companies like Kindred,…
November 18, 2013
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More than Just a Hill of Beans
Kraft Foods recent announcement of its intent to test market McCafe packaged coffee adds a deep, new wrinkle to the already interesting…
November 15, 2013
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Keeping Your Options Open in Licensing
Licensors with iconic brands often have to make tough choices about extending their brands in new markets through licensing versus…
November 4, 2013
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Licensing at Tiffany’s: Not a One-Way Street
On vacation this summer I needed to get my sunglasses repaired. While waiting, I was surprised to look in the…
September 16, 2013
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What Licensing Agencies Can Do For You: A Tale of Chocolate Cereal
One of IMC’s most deliciously licensed products is Kellogg’s Rocky Mountain Chocolate Factory cereal. The coco-brown box features the names…
September 4, 2013
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What does the Local Food Movement Mean for Food Licensing?
In my hometown of Louisville – a city proud of its food culture in a state proud of its farming…
August 8, 2013
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Licensing by Litigation: A Bad Business Plan
Two large-scale lawsuits in the licensing world have recently been stopped by injunctions. After spending millions of dollars on legal…
August 1, 2013
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Paula Deen and Food Licensing: Why Didn’t She have More to Lose?
Paula Deen, as a brand with great licensing potential, seems almost beyond repair. While I can imagine strategies that would…
July 30, 2013
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What’s Your Innovation Reality?
I was recently reviewing some notes from a talk I heard almost two years ago – one that continues to…
July 24, 2013
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Just Married
Often times we describe a licensing partnership much like a marriage. The Licensee and Licensor meet, are engaged by signing…
June 27, 2013
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Purina Tidy Cats® and Glade™ Tough Odor Solutions: A perfect match
The partnership between Purina Tidy Cats and Glade Tough Odor Solutions has developed a scented cat litter which has customers…
June 20, 2013
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Integrating New Products with Licensed Properties
Demands on new product development have greatly increased over the last decade with increased need for speed to market, lowering…
June 17, 2013
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The Humanization Of Our Pets: Key Survey Findings
The cliche is that pets look like their owners- but will they use the same products? The theory at IMC…
June 10, 2013
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What Do Pet Owners Want Next?
The pet industry is one of our favorites, and not just because most of us at IMC have pets of…
June 5, 2013
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Sharing the Love of Brands with Your Pet!
Pet owners are passionate about their furry little friends and they spend over $50 billion annually to prove it. They…
April 4, 2013
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What Makes Martha Stewart Such a Bad Partner?
I’ve read lots of articles about Martha Stewart’s recent bout of litigation, but none of them addresses why someone would…
March 21, 2013
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2013 Housewares Show: Forging New Partnerships
The 2013 International Home and Housewares Show in Chicago is the largest housewares-only fair in the world with 60,000 home goods professionals…
March 14, 2013
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A Tale of Two Cracker Barrels
When I saw that Cracker Barrel, the southern-fried restaurant chain, had recently licensed its brand to John Morrell Group, a…
February 6, 2013
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Why Does Licensing Love the Holidays?
In the licensing world, most royalty payments are made on a quarterly basis. Any licensing professional can immediately tell you…
December 20, 2012
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The Slow Death of Commission-Only Deals
Truly successful brand extensions are the result of pairing leading consumer brands with products that enhance the brand’s reputation and…
November 26, 2012
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The Benefits of Brand Licensing: Quickly Explained
As advertising is faced with a rapidly changing environment, brand owners and brand managers are looking for smart and new…
November 1, 2012
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Reinforcing Your Brand Through Licensing
Some licensed products are very much like the brand’s core product itself. They may be used the same way (like…
October 15, 2012
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A Primer on Licensing
Wherever industry regulars gather, they’re sure to discuss the world’s largest licensor; the world’s citizenry buys more than $23 billion…
July 27, 2012
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Working With Licensing Agents and Consultants
Brand licensing agencies and consultants can play a central role in the development of an effective licensing program. Whether your…
November 22, 2010
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Why Use a Brand Licensing Agency?
Even if your company has an in-house licensing director or staff, there are several reasons to hire a brand licensing…
May 10, 2010
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National Brands, Private Label and Licensing
During a panel discussion about product innovation at the 2009 Grocery Manufacturers Association’s Merchandising, Sales and Marketing Conference, one participant…
April 15, 2010
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Brand Licensing 101
As a brand and product licensing agency that develops and manages licensing programs for our clients’ trademarks and brands, we…
November 8, 2009
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Retail Strategies Beyond the Top 10
Every day the list of victims of the faltering economy grows longer. Circuit City (#32 on National Retail Federation’s, Top…
September 25, 2009
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Beyond Royalty Revenue: Measuring ROI from Licensing
In recent surveys senior marketing professionals say that accountability for marketing services is more important than ever, and that they…
September 16, 2009
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Trends in Inbound Licensing
In the licensing industry, attention is typically focused on strategies to license a brand “out,” extending a brand into new…
August 19, 2008
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The Brand Licensing Professional – Not One Size Fits All
I cannot count the number of times I have heard companies talk about whether they should hire a “licensing professional”…
February 19, 2008
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Licensing Agency Compensation: The Inside Story
One of the needless mysteries of the licensing industry is the topic of agency compensation. Although talented professionals neither gain…
February 19, 2007
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Food for Thought (on Food and Beverage Licensing)
Food and beverage licensing is everywhere. A quick trip to the supermarket will produce Nesquik chocolate milk, Oreo ice cream, and…
August 28, 2006
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The Bankruptcy Clause in a Licensing Agreement: Comforting but Useless
An experienced reader of license agreements would know exactly where to find what I call the “bankruptcy clause” (about three…
March 1, 2003
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When Trademark Licensing looks like Franchising: Avoiding Legal Risk
If anyone doubted that trademark licensing has become an essential part of brand management, the recent Annual Meeting of the International…
September 8, 2002
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The Risks a Licensor Poses to a Licensee: How Can They Be Limited?
Most form license agreements assume that licensees pose greater threats to licensors than the other way around. Aside from the…
August 8, 2002
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Licensing to Preserve Trademark Ownership
As all IP counsel know, registration of a trademark depends on that trademark’s use. A trademark cannot be reserved indefinitely…
July 9, 2002
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Trademarks Around the Edges
Many years ago, companies that made a branded consumer product thought they did only one thing: make that product. Their…
March 9, 2002
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Watch What the Licensor Does, Not What it Says
Hiring the best trademark counsel – and getting them to draft the best possible license agreement – will not alone…
March 9, 2002
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How Accountants Will Change the Face of Trademark Licensing
As the licensing industry frets about whether the biggest event of the year will be the performance of Harry Potter…
November 9, 2001
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License Agreements: Partnerships Worth Getting Right
Whenever you see a licensor and licensee in litigation with each other you should assume that something has gone wrong…
September 9, 2001
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How Many People Does it take to Screw in a Trademark Licensing Agreement
Because so many brand owners fail to appreciate how important licensing can be for their brand, many of those who…
August 9, 2001
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Developing Branded Consumer Products like Consumer Products
Last month I described how companies find themselves distributing or authorizing branded products that either weaken the protection of their…
July 14, 2001
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Why Most Companies Have Too Many Licensors
If you looked to a corporation’s internal licensing department for evidence of trademark usage and enforcement, as well as development…
May 20, 2001
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Licensing Corporate Brands and Trademarks: Knowing What it Should Cost
As someone who runs a licensing agency for the owners of brands and trademarks, I can be expected to argue…
February 19, 2001
Services
Licensing is a relationship not merely between brands, but among people. At IMC, we build and nurture both of those relationships while delivering top-notch customer care that treats — and protects — your brand as if it were our own.
About Us
We’re committed to fostering dynamic brand alliances. Often those alliances are born from one brand’s need and another’s ability to meet that need. The IMC team are experts at recognizing and creating those opportunities, but our real expertise is people. Standing side by side, as consultants, partners, peers, and as friends, we’re driven by a singular purpose: creating a smart idea.