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The Book
The power of Licensing
Licensing has emerged as a major brand communications strategy. It has quietly become integral to many major organizations’ marketing efforts, motivating consumers to invite a brand into their lives and to become brand loyalists. Unlike in the recent past, when traditional advertising dominated, today brand owners have more strategic options available and a significant one is licensing. The accelerating pace of change in brick and mortar and online retailing combined with ecommerce, data collection and social media, have re-defined brand messaging and retail.
In his book, The Power of Licensing: Harnessing Brand Equity, Michael Stone positions brand licensing in the context of today’s communications and retail landscape as an effective tool to connect brands and consumers and thereby drive purchasing. Every chapter features case studies and illustrative examples of brands that have used licensing effectively, with a variety of objectives, from Stanley Black & Decker to P&G’s Febreze to Diageo’s Baileys, Weight Watchers, Energizer, Briggs & Stratton, Coca-Cola, Polaroid and more.
Michael Stone
Michael Stone
Michael Stone serves as Chairman and Co-founder of Beanstalk, a leading global brand licensing agency that is a part of Omnicom Group. He is also the author of The Power of Licensing: Harnessing Brand Equity (Ankerwycke, 2018) and has been inducted into the 2019 Licensing International Hall of Fame.
Michael has been instrumental in driving the evolution of licensing from primarily an entertainment marketing tool to a highly effective corporate marketing and communications tool used by many of today’s Fortune 500 companies. Michael has been a leader in all facets of licensing, developing brand extension programs for major multinational corporations as well as celebrities, sports and entertainment properties, including retail exclusive programs devoted to specific licensed properties.
Under Michael’s leadership, Beanstalk has been responsible for some of the most successful licensing programs of all time, including programs for Harley-Davidson, The Coca-Cola Company, Procter & Gamble, AT&T, Ford Motor Company, Stanley Black & Decker, the U.S. Army, and HGTV, among others. Additionally, he and his team conceived and implemented the ground-breaking and highly successful Mary-Kate and Ashley global fashion and lifestyle program, which achieved over a billion dollars in worldwide retail sales from 2000 to 2009.
Today, Beanstalk continues to represent Procter & Gamble, Stanley Black & Decker, and the U.S. Army, as well as many other world famous clients, such as Diageo, Godiva, TGI Fridays, Energizer and Microsoft Studios. Michael and his agency are the recipients of 23 awards from the Licensing Industry Merchandisers’ Association (LIMA) for excellence in licensing.
Michael is a widely sought-after authority on licensing and is frequently cited in Advertising Age, USA Today, The Wall Street Journal, Bloomberg News, The New York Times and other top print and broadcast media outlets. Michael is a frequent contributor to Forbes. Michael has served as an adjunct Professor of Brand Licensing at Baruch University School of Business and Long Island University Post and has been a frequent guest lecturer on licensing at Boston University School of Management, Babson University, Baruch University, The Wharton School of Business, and F.I.T., among other institutions. Michael was one of the founding Directors of the Long Island University Post Institute for Branding and Licensing. He is also a Member of the Board at Year Up New York, a non-profit organization helping young adults cross the “opportunity divide”.
Michael earned his Juris Doctorate from Emory University School of Law, and graduated from Hamilton College with a Bachelor of Arts in Government.
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Testimonials
testimonials
“A must-read for any business executive looking to strengthen a famous or not-so-famous brand. Stone provides invaluable insights into the workings of brand licensing, its best practices , as well as potential pitfalls. The plentiful case studies presented illuminate the critical role licensing does and can play in the retail and marketing environment, today and in the future.”
“Michael Stone, in The Power of Licensing, provides an original, focused, and long overdue look at the role licensing can play within a truly integrated brand strategy. His knowledge, experience, and passion for his subject matter is evident throughout the book and in the many examples and case studies illustrating how licensing has been used by world-class brands. Informative, powerful, and engaging”
“In The Power of Licensing, Michael Stone brings together in a single volume all that anyone needs to know about the why, how, and when of brand licensing. His over 30 years of direct experience are evident on every page. The book will certainly become a true gift on the desk of every thoughtful brand executive!”
“The Power of Licensing provides a penetrating perspective on brand licensing based on the author’s 30 year of experience working with brands worldwide. Set in the context of today’s rapidly changing marketing landscape, the author positions licensing as an essential and vital communications tools. This book is a true game changer!”
Book In Brief
The book in brief
The book in brief is your quick guide to The Power of Licensing: Harnessing Brand Equity.
Inside you’ll find the history of licensing, case studies, licensing best practices, and predictions for the future.
