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Licensing with Intent: Connecting Brand Licensing with Brand Purpose

A Festival of Licensing panel proves how branding with purpose can help a brand succeed.

Licensing executives gathered during the Festival of Licensing to explore case studies on how brand licensing can accentuate and advance its brand purpose.

In "Licensing and Brand Purpose," moderator Stu Seltzer, president, Seltzer Licensing Group and professor, New York University, and panelists from American Red Cross, Ben & Jerry's and H3 Sportgear, reviewed licensing case studies in licensing and how having purpose helped the brand overall. 

"Brand purpose is a component of brand trust, which is the most important component," says Seltzer.

Through licensing, the American Red Cross seeks to be a part of customers' day-to-day lives, not just in emergencies. 

"We see licensing as a great opportunity to get as a forefront of the consumers' mind and to understand our interaction with them daily," says Stephen Glockenmeier, vice president, marketing, corporate brand licensing and consumer channels, American Red Cross.

For Ben & Jerry's, the company's mission is to make premium ice cream while being mindful of how the company sources its ingredients. 

"We're looking to make the best ice cream in the best possible way," says Dena Wilmette, executive, marketing Ben & Jerry's. "We're looking to be a catalyst for change."

From a licensee perspective like H3’s thought process, working with a licensor who implements brand purpose in licensing is paramount to the business relationship.

"One critical factor to build upon is the emotional connection between the brand and the fan, and ensuring that the brand affinity translates into how we design our products," says Omar Cantu, chief executive officer, Difuzed/H3.

To hear more about the case studies on brand purpose, log on to Festival of to access the on-demand sessions. 

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