Coursework in Licensing Studies

2019 Coursework in Licensing Studies Program

PART I – LICENSING U SESSIONS AT LICENSING EXPO

Tuesday, June 4

BASICS OF LICENSING | 9:30 – 11:00 am

Moderator: Stu Seltzer, Seltzer Licensing

Learn all the basics of licensing in this fact-filled, interactive seminar covering basic licensing strategies for licensors and licensees. You will also learn about royalty rates, financial proposals, retail trends, key legal points and you’ll leave with the tools and the know-how to make your first licensing deal. The format will include a 60-minute seminar then Q & A with a panel of experts.

A MANUFACTURER’S PERSPECTIVE ON USING LICENSES TO GROW THE BUSINESS | 2:00 – 2:30 pm

Moderator: David Levich, H2W

NEGOTIATING STRATEGIES FOR LICENSORS AND LICENSEES | 4:00 – 5:00 pm

Moderator: Steven Heller, The Brand Liaison

Whether you’re a brand owner creating a new licensing program or building on an existing one, or a licensee looking for useful tools and other negotiating tips to create favorable licensing terms and avoid costly mistakes, this session will give you lots of ideas and strategies. We all know there’s room for negotiation on every deal. Find out what’s really important, and learn a few tricks to negotiate favorable business terms. There are creative solutions to every obstacle.
In this session you’ll learn how to get the deal done – and not get hurt.

Wednesday, June 5

KEYNOTE – AGILITY AT SCALE: RACHEL SHECHTMAN SHARES INSIGHTS FROM THE LAUNCH OF STORY AT MACY’S | 9:15 – 10:15 am

Moderator: Cindy Levitt, Mad Engine

Rachel Shechtman, Macy’s Brand Experience Officer and founder of STORY will explore how the STORY retail model will come to life at Macy’s and address the fabled retailer’s response to evolving consumer expectations while driving foot traffic.

LICENSING AND THE LAW – 10 THINGS YOU NEED TO KNOW | 10:30 am – 12:00 pm

Moderator: Louis Drogin, Brandgenuity

Learn the top 10 things you should know about licensing and the law, from a 25-year licensing veteran and attorney. The course will outline the difference between various types of licensable intellectual property including trademarks, copyrights, and publicity rights. You will leave with a deeper understanding of the importance of a strong deal memo and what it should consist of (and tips on how to draft a great one!). You’ll learn about other key contract terms that can
make or break a licensing program (and a partnership) from the ever-important net sales definition to the meaning of breach and cure; from approval process clauses to insurance and indemnification language. Join this all-star panel of legal and business experts who will share both useful advice and real-life lessons, including how license agreements are changing to make room for emerging categories, retailers and trends.

CREATING EFFECTIVE COLLABORATIONS | 3:00 – 4:00 pm

Moderator: Patricia Mercer, CAA/GBG

Fenty x Puma. Uber x Spotify. Beats by Dre x Hello Kitty. Brand collaborations seems to have hit every sector of consumer products and even services. While many remain skeptical of the model, collabs are here to stay because they’ve delivered on a goal. In this session we’ll explore what makes a collaboration “successful,” what brands can achieve through collaborations and the typical financial models of a collaboration deal.

BASICS OF INTERNATIONAL LICENSING | 4:30 – 5:30 PM

Moderator: Jonathan Symington, The Lantic Group

We’ll be covering all the basics of doing business in multiple markets, including all the pitfalls and opportunities that you need to know to successfully expand your licensing business beyond your home market. This will include legal, contractual, financial, cultural and local business considerations, as well as discussion of hot topics of the moment such as the impact of tariffs and Brexit.

Thursday, June 6

WHAT YOU NEED TO KNOW ABOUT ROYALTY RATES | 9:00 – 10:00 am

Moderator: Steven Scebelo, NFLPA

Royalty rates are at the heart of the financial side of the licensing business. In this session, you’ll learn about the different ways they’re defined and calculated, how they differ by category, how they relate to margins and the cost of goods and the risk/reward factors you need to keep in mind.

ANTICOUNTERFEITING RESOURCES, STRATEGIES AND TACTICS | 10:30 – 11:30 am

Moderator: Bill Patterson, OpSec Security

In this age of global supply chains and eCommerce, piracy and counterfeiting eat into everyone’s licensing business, and are a threat to the economic wellbeing of companies of all sizes. Come to this session to learn about simple steps you can take to protect your business, and strategies and tactics that you can use to fight counterfeits when you find them.

PART II – ONLINE WEBINARS (Dates and Presenters to be announced)

HOW TO SELL A LICENSE

PROTECTING THE BRAND

HOW TO IDENTIFY NEW LICENSES & MAKE THEM WORK FOR YOUR PRODUCTS

EXTENDING YOUR BRAND GLOBALLY

BUILDING A COMPELLING BRAND GUIDE

ADVANCED LICENSING STRATEGIES

DIGITAL AND SOCIAL MEDIA MARKETING IN 2019 AND BEYOND

CELEBRITIES AND INFLUENCERS

UNDERSTANDING AND MANAGING RETAIL DISTRIBUTION

IT’S NOT ALWAYS MERCHANDISE (PART 1): LICENSING IN THE SERVICES SECTOR

IT’S NOT ALWAYS MERCHANDISE (PART 2): LOCATION-BASED AND EXPERIENTIAL LICENSING

DOING WELL BY DOING GOOD: CORPORATE SOCIAL RESPONSIBILITY

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