The year's Brand Licensing Europe will feature a new Brands & Lifestyle Theatre to offer visitors guidance on licensing within the worlds of sports, lifestyle and fashion brands.
Run in partnership with Brand Jam, the sessions are specifically tailored to the business of licensing brands, featuring powerful industry case studies, together with interpretation of how and why they are so successful.
"With so many opportunities existing for brands, we wanted to dedicate a segment of the show’s educational content to helping visitors learn about creating successful initiatives and harnessing these opportunities," says Darren Brechin, event director, BLE. “Located within the Brand & Lifestyle zone, these will be jam-packed sessions full of advice, examples and expertise, with the opportunity to ask lots of questions from those in the know.”
- "Making Your First Move into Licensing" with Louise French, associate vice president, Beanstalk, and Gayle Jones, head of licensing, Proctor & Gamble.
- "Brand collaborations: a gold mine for licensors?"–Brand Jam’s Paolo Lucci will identify and explain the opportunities in co-branding and collaboration, analyzing powerful examples, with case studies of excellence from Bricklane Bikes and Pantone.
- "Building a Lifestyle Brand" with Al Gosling, chief executive officer, Extreme.
- "Is Heritage Marketing the New Frontier for Lifestyle Brands?"–Brand Jam will explain how brands are using their own heritage to create compelling licensing businesses, with case studies from Grazia Givenchy at Sephora, Kellogg’s and Mentos.
These educational sessions are free to attend. A full program can be found at BrandLicensing.eu. Brand Licensing Europe will take place Oct. 7-9 at the Olympia exhibition hall in London.