Think global, act local

The marriage of licensor brand assets with local market conditions and licensee skills is where the ‘art’ of the business takes place. Success depends upon the willingness of both parties to compromise... and to properly adapt the editorial and commercial

Chapter 05

This is where science meets art… Let’s start with the science: in your case (as a licensor), developing a strategy around which brands to internationalise; where to go; which platforms to exploit; and, which assets to leverage. The brands you select...

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