Three leading licensing agencies, all handling a variety of property types but best known for their corporate trademark licensing activities, have debuted new consulting businesses this year:
- Seltzer Licensing Group added a proprietary suite of services—brand analytics and valuation, brand strategy assessment and development, market and retail entry strategy, and strategic alliance growth plans—under The Alchemy Method banner. The proprietary process and algorithm, overseen by the firm’s marketing consultancy division, can be used to determine the value of a licensing program beyond royalty revenue or to decide how to best enter a new territory or distribution channel, for example.
- The Joester Loria Group launched a new consulting division called JLG eXtend to represent retail and manufacturing clients in brand acquisition and influencer partnerships. It offers a certification process for clients to ensure they are top-notch licensing partners, as well as brand acquisition, competitive analysis, inbound licensing assessment, and retail trend insight services.
- Brand Central introduced a new trend intelligence service division called Brand Central Insights. Its first product is the Brand Central Insighter, a customizable trend report. The goal of the division is to offer actionable intelligence to IP owners, retailers, licensees, and international agents to help them anticipate and respond proactively to trends.
In some cases, these new businesses formalize activities that have been ongoing for some time, rather than representing a completely new initiative. And they build on a progression that has been evident across the licensing agency business for years, whereby agencies are adding new services and business models to compete in a landscape that continues to become ever more crowded and challenging.
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