Fulkrum's Focus

]>Addressing the needs and challenges that face brand owners and brand managers in the sports, entertainment, retail, and consumer products industries is the mission of Fulkrum, a new strategic licensing solutions firm in Montclair, NJ. A partnership between Frederick & Froberg Design Offices, Inc., developer of brand identity and graphic design services,and Bob McCandlish, former vice president of boys' licensing at Mattel, the trio-McCandlish, William Frederick, and Thomas Froberg - will concentrate on empowering brand owners with solutions to enhance brand equity, as well as maximize a brand's potential, according to McCandlish.

Fulkrum's services include: brand, consumer, and trade research; product category planning; retail marketing and promotions; development of strategic partnerships; trade show strategies; and sales seminars. Fulkrum also has created Touchpoints, the places where a brand is "handed off" to a separate entity within the licensing process. Fulkrum aims to synchronize the licensing process with its Touchpoints, so all involved are working toward the same brand message. Although Fulkrum will operate independently, the firm will leverage Frederick & Froberg's brand identity and design expertise. The company is reachable at (973) 509-9651.