This summer, I attended the Licensing Expo and University in Las Vegas and had a great time. The following is a simple list of my favorite takeaways.
FAVORITE REITERATION:
Emphasize Win | Win Business Relationships
This was refreshing to hear. When entering a working agreement of any kind, the most successful and fulfilling are those that are a Win|Win scenario for both sides. This may seem like an obvious statement, but it was mentioned several times. What does a Win|Win scenario result in? Equal benefits and respect for both parties and the potential for continued long-term relationships.
FAVORITE SPEAKER:
Gwynth Paltrow
Gwynth was really down to earth and easy to listen to. She recommends for any brand: Authenticity. “Be yourself, 100 percent.” Everything on her blog, GOOP is tested and approved by her. In addition, she has no roadmap for her blog. She wants it to grow organically. Another interesting point about Gwynth’s brand involvement is that she is an investor in the Tracy Anderson Method – a fitness program you can do at home. By the looks of it, the regime is paying off for this 40-year-old.
FAVORITE SESSION:
Creating a Compelling Brand Guide
This session was packed with tips and ideas for how to create a detailed guide to ensure that your brand is communicated with consistency and accuracy. The speakers reviewed the use of logos, type fonts, photos, artwork and more. The presentation was clear and concise, another easy listen.
ADDITIONALLY, MORE SIMPLE POINTS FOR BRANDS:
Create a vision.
What is your mission?
What types of products suit your program?
Who is your consumer?
Where will your products be sold?
What are your boundaries? RESPECT is key!
Be consistent.
Be authentic.
Build collections.
RESEARCH!
Know your point of difference.
All in all the sessions were very diverse and offered at a decent price. I've worked with big and small brands, and found the information very useful.