Europe’s biggest licensing event, BLE will happen just one week from now. Yet, the thrill is already here, or, rather, everywhere in the brand licensing world. Its community is ready to meet each other and discuss the future plans for their unique brands and properties and innovative products. As most of the upcoming BLE meetings have now been booked, it’s time to recall how to maximise the value of these meetings and the BLE attendance in general.
Every year in October, London Olympia turns into a grand European brand licensing show. The time of numerous business meetings and new product demonstrations, the Brand Licensing Expo, or simply BLE, is easy to get lost at, particularly if one doesn’t have a plan. Thus, outlining business targets in advance becomes essential for achieving the desired goals and objectives in licensing. This article collects the approaches frequently used by licensors to maximize the value of their BLE attendance based on their missions.
As BLE is nearing, the licensing industry’s buzz keeps escalating progressively. Europe’s licensing event number one, the expo will provide insights on the unique licensing trends and bring together thousands of licensing professionals to present their remarkable brands, products, and professional services. Excited to attend the expo almost in our entirety this year, our team has discussed what (in our opinion) makes BLE a must-attend event for everyone with at least the slightest interest in the industry’s future.
Nowadays, there are numerous product categories, collaboration tools, and practices licensors can choose from when developing their brand licensing strategies. However, as the industry trends change with cosmic speed, it’s becoming harder to stay focused and up-to-date in making long-term licensing plans. What’s more, with the abundance of novelties that constantly replace each other, it’s challenging to make right choices at a particular moment in time. Therefore, many licensing teams find themselves wondering what strategic moves to make, and in which directions. For these teams, we have compiled a list of the most innovative licensing strategies of 2017.
To every person at least faintly involved in brand licensing, the Licensing Expo in Las Vegas is the most eagerly awaited event of the year. The exhibition lasting for about a week in total brings together the whole licensing society and determines the industry’s direction for a year ahead. But what is the long-term influence that it has on the industry players? This question has been harassing our minds ever since we were on a plane back to Helsinki. After a while of reflecting, we are summarizing the impact that attending this year’s Licensing Week has had on the Flowhaven team and our core philosophy.
In the past, brands considered the retail’s revenue-generating mechanism as a given. Today, they’re revising their relationships with retail partners due to the transformed market environment. The underlying reason of their reconsideration is the changed behavior of the consumers, who, despite their remaining willingness to visit stores, are jaded towards conventional experiences. Smart licensors found the remedy in closer cooperation with retailers and designing of unique retail experiences for visitors. This has given rise to the so-called ‘retailtainment’ trend. In this article, we’re explaining the connection of this trend to the brand licensing industry.
In the beginning of May, the licensing Industry’s Merchandisers Association hosted the Annual Licensing Essentials Course at Lord’s Cricket Ground in London. This one-day educational event brought the international community of licensing professionals together for a discussion of the most advanced practices in the industry. Our CCO, Timo Olkkola, has had the honour to be the part of the course and is excited to share why this event is an absolute must for pros from different walks of brand licensing.
In about a week’s time, the Mandalay Bay Convention Center in Las Vegas will host one of the biggest events in the brand licensing industry, Licensing Expo 2017. More than 16,000 of industry professionals are expected to attend the event this year, including the Flowhaven team. In the light of our excitement about the licensing week, we decided to outline the key reasons for being among the visitors this year.