Global independent brand licensing agency Brandgenuity’s portfolio of diverse clients includes several powerhouse brands that encompass the consumer landscape. Household names like Arm & Hammer and Jergens; food and beverage mainstays like Fireball and White Castle; life-style brands BMW, Mr. Kate and Grazia; and wellness like and wellness brands like Dr. Scholl’s and Playtex Sport are under the Brandgenuity umbrella. But there is no one-size-fits-all approach to its licensing program.
Arm & Hammer, for example, is a 165-year-old baking soda brand that stands for odor neutralization, cleaning and whitening. BMW, the global luxury auto brand, occupies a completely different space. That means partnering for odor neutralizing garbage bags and citrus-based disinfecting wipes that are completely on-brand for Arm & Hammer. Yet Brandgenuity is also charged with creating elevated programs in fashion and luxury goods for BMW and for watches, eyewear and apparel with global partners including Fossil, Marcolin and PUMA respectively. What unites them is Brandgenuity’s approach to creating a licensing program that extends brands into new products and services that build brand equity, drive consumer engagement and generate meaningful revenue through licensing relationships.
“Each of the brands we represent has a unique point of difference,” says Adina Avery-Grossman, partner, Brandgenuity. “Brandgenuity starts by understanding the brand and the goal of licensing. We develop a customized roadmap for each program with categories and retailers aligned with the brand and the consumer target. We find the right licensing partners and work with them to create product that is distinctive and consistent with the brand.”
Brandgenuity recently added several new brands to its client roster. This year, the agency began working with the Sazerac Company on some of the most iconic spirits brands on the market and has plans to extend those brand personalities through food, collaborations and lifestyle partnerships.