The Brand Factor Process

At The Brand Factor, we’ve combined the principals of branding and licensing in order to create more innovative and successful brand extension programs for our clients.

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“Knowledge is power”

Yes, knowledge is power. In our case, knowledge provides us with the power to create more successful brand extension programs. Depending on the program, we may use a combination of qualitative and quantitative research resources in order to support our information needs: Key areas of research include:

  • Industry Data
  • Category Data
  • Consumer Online Polls or Focus Groups
  • Retailer Interviews
  • Licensee Interviews

We’ve taken the guess work out of licensing. The goal of our research process is to provide insights and quantifiable data to support decisions made in the Brand Strategy and Sales Execution stages of our process.

“Research Supports Brand Strategy”

We don’t make decisions based on intuition or personal insights. We rely on research to provide us with valuable consumer and/or retailer impression data regarding the brands positioning, core essence, strengths, weaknesses, extendibility, consumer acceptance, etc.

“Research Supports Sales Execution”

We know the tough questions potential licensees and retailers ask, so we like to be prepared with the answers. We utilize research to support our sales efforts by quantifying the opportunity. Information includes: category size, growth rate, average margins, consumer acceptance of the brand, etc.


“Creating the roadmap for success”

“Measure twice, cut one” is an old saying, but oh so relevant to brand extension. Done right – brand extension can be a powerful marketing tool and a profitable source of revenue. Done wrong – brand extension can dilute your brand and alienate your core consumer. Key learning: Don’t skimp on the brand extension strategy.

At The Brand Factor, brand integrity is our number one priority. It is our belief that if you stay true to the essence of the brand, the revenue will come. The brand extension strategy serves as the roadmap that guides all brand extensions. Stay true to the map and you get to where you want to go. Stray from the map and suddenly you’re lost.

“The brand extension strategy serves two primary purposes”

1:Present the brand in the most appealing manner in order to attract potential licensees.
The brand extension strategy identifies the core equities that make up the essence of the brand and then “packages” those equities in way that licensees and retailers can understand and find appealing.

2:Create a model that provides for consistent translation of the brand.
Imagine that brand extension plan is a giant checklist. Is the extension consistent with your brand positioning and brand promise? Is the brand extension consistent with your brands core equities? Does the brand extension compliment your core products? Does the brand extension appeal to your target consumers? No brand extension is considered until it is determined that it is consistent with the overall brand extension strategy.

Creative Translation

“A picture’s worth 1,000 words”

It still surprises us how many licensing organizations don’t have creative capabilities. After all, what we’re selling is conceptual. Concepts need to be visualized. In order to accurately gage a retailer, manufacturer or consumers interest in a potential brand extension concept, it is critical that we can show the concept visually.
Our creative capabilities run much deeper than simply product concepts. We have the ability to create brand identities (and sub-brands), packaging guidelines, POS programs, persuasive sales materials, comprehensive style guides and compelling presentations for retailers and potential licensee partners.

Our creativity is apparent both strategically and tactically. It’s our creativity that allows us to see the “huge idea” when others only see the obvious. Our creative expertise is visible in everything we do, and we’re proud of it.

Sales & Execution

“Focused expertise delivers results”

More often than not, you hear us say that it’s our strategic approach to brand extension that makes us different. But at the end of the day, it’s the sales process that generates the revenue for our partners. And we like to think that our sales process is just as special as our brand strategy.
Rather than rely on a few sales people to sell all product categories, we’ve created a team of “category specialists”. Our category specialist are often former manufacturers or retail buyers. They are essentially “hired guns”, each with extensive category knowledge including trends, major manufactures, retailer contacts, etc.