2018 CLS Curriculum

2018 Coursework in Licensing Studies Program

Monday, May 21

The Basics of Licensing  |  9:30 – 11:45 am
Moderator: Ira Mayer

This introductory course will cover basic terminology of the licensing business; give a rundown of the major segments and product categories; discuss the different possible goals and motivations of a licensing deal; describe basic deal structures; give examples of successful licensing programs; and give a basic grounding in all other aspects of the business. Attendees should leave with a basic understanding of how the trademark licensing business works, its component parts and participants, and how a deal is put together.

The Basics of International Licensing  |  12:45 am – 2:00 pm
Moderator: Gisela Abrams, LIMA
Providing both general information and case studies, panelists will give a look at legal, marketing, financial and other considerations involved in doing business outside their home markets. Attendees should leave with a basic understanding of legal, marketing, financial and other considerations involved in participating in the global marketplace.

The Basics of Licensing Law  |  2:15 – 4:00 pm
Moderator: Greg Battersby, Battersby Law Group
The panelists will give a grounding in essential knowledge of the legal side of the licensing business, including a “tour” through key clauses in a sample licensing agreement from both the perspectives of both the property owner (licensor) and the manufacturer/service provider (licensee). Attendees should leave with a basic understanding of legal terminology and strategies related to the business of trademark licensing.

Tuesday, May 22
Trend-Spotting & Innovation  |  9:30 – 10:15 am
Moderator: Genna Rosenberg, GennComm
What’s the property that’s going to take off next year? What’s on the horizon in terms of consumer attitudes that will help shape their buying habits in the next year and beyond? Everybody’s looking to hop on the latest and greatest, and to spot it before it happens. Panelists at this session will give insights about how they look for trends, and also how to instill in a company a culture that encourages everyone to create new product ideas.

How to Evaluate Licensed Properties  |  11:30 am – 12:15 pm
Moderators: Jason Korfine, Licensing Street; Woody Browne, Building Q
How do you know whether a property you’re looking at makes sense for your business? Jason and Woody will take an in depth look at evaluating IP from a licensee’s perspective, as well as from other aspects of the business, i.e. consultants. Considerations of why license? Portfolio development and diversification; Groundwork IP owners need to cover before embarking on a licensing program, as well as a licensee’s preparation to meet/discuss acquisition of IP with a qualified licensor or studio.

Finding and Working with Agents & Consultants   |  1:30 – 2:15 pm
Moderator: Karen Raugust, Raugust Communications
If you own a brand or character, or if you’re an artist, or if you’re a manufacturer seeking  the right property to license,  should you be taking care of the licensing business yourself, or do you need an agent or consultant? If you need one, how do you find one, and how do you evaluate the candidates? What questions should you ask them, and what should you be prepared to tell them? Oh, by the way, what is this all going to cost? This session is designed to help you answer the question posed above so that you can make an educated business decision that suits your needs, talents, working style and financial model.

Wednesday, May 23
Case Study: Brand Collaboration   |   3:15 – 3:45 pm
Moderator: David Lee, MillerCoors

See how the Coors Banquet – Brixton “Friendly Union” came to life. See what drove brands and field teams to rally around key licensing programs that led to unprecedented results like new distribution in hard to reach retail and sell out scenarios. Get a glimpse of our robust licensing partnership strategy and how we take brands through different archetypes that best fit their needs. Understand our metrics on how we achieve success and how we adjust based on learnings. Come see this high energy presentation with valuable, practical takeaways for your licensing business.

Tracking and Dealing with Counterfeits   |   4:00 – 4:45 pm
Moderator: Bill Patterson, OpSec
The sale of counterfeits is nothing new, however the increase in fake goods has grown exponentially over the past two decades with the rise of online retail. Anonymity and low barrier of entry of e-commerce market places, auction sites, and social media make it easy for shady sellers to set up shop and take advantage of buyers in search of deals. If caught and shut down, they can just as easily reestablish themselves. Brand protection begins long before the first product is manufactured. It starts as early as the strength of the terminology in licensee contracts and their submitted design approvals.

Topics to be touched on:

  • License management applications (contract management, asset distribution, artwork approvals)
  • Security labeling and hangtags
  • Online brand protection services
  • Legal reinforcement and prosecution

Thursday, May 24
What Every Licensing Pro Should Know About Royalty Rates   |   10:00 – 10:45 am
TBD
What are the new technologies that are imp-acting the licensing business today, and what should licensing professionals be keeping their eye on? Augmented Reality (AR)? Virtual Reality (VR)? 3D printing? Voice recognition and control? Get insights from those already in the field.

 

PART II – ONLINE WEBINARS
All times 12:00PM Eastern unless otherwise noted

HOW TO SELL A LICENSE: Overview
HOW TO SELL A LICENSE: Part II
Tuesday, September 4  & Tuesday, September 11
Danny Simon, The Licensing Group

ANATOMY OF A LICENSE AGREEMENT
Tuesday, October 9
Gregory Battersby, Battersby Law Group, LLC

PROTECTING THE BRAND
Thursday, October 11
Jed Ferdinand, Ferdinand IP

HOW TO IDENTIFY NEW LICENSES & MAKE THEM WORK FOR YOUR PRODUCTS
Tuesday, October 23
Will Thompson, Changes

PUTTING TOGETHER A RETAIL STRATEGY
Tuesday, November 6
TBD

DIGITAL & SOCIAL MEDIA MARKETING IN 2019
Tuesday, November 13
Eric Karp, BuzzFeed
Maca Rotter, Panaderia

BUILDING A COMPELLING BRAND GUIDE
Tuesday, November 20
Rob Striar, M Style Marketing

EXTENDING YOUR BRAND GLOBALLY
Tuesday, December 4
*start time: 10am Eastern
Neal Rudge, Pacific Licensing Studio Pte. Ltd.
Ciaran Coyle, Electrolux Group Global Brand Licensing

ADVANCED LICENSING STRATEGIES
Tuesday, December 18
Stu Seltzer, Seltzer Licensing Group

OPEN FORUM Q&A WEBINAR
Tuesday, January 8, 2019