10 Minutes With… Brandgenuity

Anna Knight, senior vice president, Global Licensing Group, interviews Brandgenuity ahead of Licensing Expo.

4 Min Read
Some brands that Brandgenuity represents, including White Castle, Fireball, and Pnina Tornai.
Some brands that Brandgenuity represents, including White Castle, Fireball, and Pnina Tornai.Brandgenuity

A successful brand licensing strategy is far more than placing a logo on a product. When done best, it harnesses the latest consumer insights to expand a brand into near-in product categories that broadens the brand’s footprint, expands brand awareness, and generates meaningful royalty revenue.  However, managing the development and execution of a licensing program takes time, especially in the product development process. The lead time to launch a new licensed product can be as long as 18-20 months to ensure brand alignment, consumer validation and retail placement.  

Brandgenuity, an industry-leading global brand licensing agency, has been developing successful, long-term licensing programs for nearly 20 years. Brandgenuity works every day to raise brand awareness and build successful licensing programs for their clients, with strategies tailored to each brand. The agency is nominated for 3 Licensing International Awards for their work with long-standing clients, BMW and ARM & HAMMER. Brandgenuity is excited to debut new clients at this year’s Expo, including HGTV star and home reno expert, Christina Hall. 

Brandgenuity will be exhibiting at Licensing Expo this May 24-26 at the Mandalay Bay Convention Center; register for Licensing Expo here to set up a meeting with Brandgenuity to learn more about their brand licensing initiatives. 

Anna Knight: For those who don't already know who you are, who are you, and how do you fit into the licensing industry? 

Brandgenuity:  We are a leading full-service licensing agency. We help famous brands reach new consumers and expand into new categories and retail landscapes through strategic licensing partnerships. Brandgenuity was founded nearly 20 years ago, and we have consistently been ranked as a Top Ten global licensing agency. We have offices in New York, London, and Munich. Our sweet spot is corporate trademark licensing, but we also represent select entertainment brands and influencers.  

Several things make Brandgenuity different:  

  • Client-side experience

  • Long-term approach but nimble

  • Strategic vs. tactical

  • Client-focused with team of cross-functional experts

  • Experience across all key consumer product categories

  • Consistently bring innovative and ground-breaking extension opportunities to our clients

What drew you to return to Licensing Expo?  

We care about the industry and believe that Licensing Expo is an important forum for networking and business building. We want this trade show to continue for years to come. The show has always generated new opportunities for us, and we are certain this year will be no different. We are excited to return, see colleagues, and think about the business in new ways. Our team will be there as well as many of our clients, and we could not be more revved up. We look forward to finding new strategic opportunities for our clients from Dr. Scholl’s and Sazerac liquor brands (Fireball, Southern Comfort, Buffalo Trace) to ARM & HAMMER, Kahlua and many more.  

What excites you about engaging with your community in person at Licensing Expo this May?  

We are proud and amazed at how resilient our agency was during the pandemic and how well we pivoted to virtual work. We are thrilled with what we have accomplished on behalf of our clients and that the licensing programs we manage are on strong growth trajectories. Still, there is no substitute for in-person meetings and interactions. After all, licensing is about relationships, and being together in person is critical to the future of our work and our industry. We look forward to meeting with new and existing partners and seeing what others have worked on. These conversations – at our booth, over a drink, at dinner – will not only set the stage for future innovation and creativity but will help inspire and motivate our team. 

What challenges have you faced in the absence of in-person exhibitions, and what do you hope to achieve at Licensing Expo?   

We did the best we could to compensate for the lack of not only Licensing Expo, but all trade shows. It took a lot of tenacity, creativity, and patience to connect with new licensees and brands, but we are resourceful. During the pandemic, we signed important new clients and numerous licensees in new consumer categories. And, we are honored to be nominated for multiple Licensing International Awards at this year’s Licensing Expo for our work with long-standing clients, BMW and Arm & Hammer.  

To meet Brandgenuity and more, register for Licensing Expo here 

About the Author(s)

Anna Clarke (Knight)

Anna Clarke is the senior vice president, licensing Global Licensing Group. She has worked for Informa Markets (formerly UBM) for over 10 years, most recently holding the position of event director for Brand Licensing Europe, the continent’s leading brand licensing event

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