Alec Baldwin and Words With Friends - Innocent Victim or IPO Shill? Dec 08, 2011 When an addiction to social gaming turns into a product endorsement: the case of Alec Baldwin getting thrown off a plane due to Words with Friends.   ... Tagged in: Entertainment

The Forgotten Holiday - The Branding of (or lack of) Thanksgiving Nov 22, 2011 CONSOR feels bad for Thanksgiving. Thanksgiving tends to get lost between the fantasy of Halloween and the abundance of Christmas. Who could blame retailers - there is only so much time companies can devote to advertising campaigns. But some brands can capitalize on the lack of attention given to Thanksgiving.   ... Tagged in: Trademarks

The Real World of Licensing Series Nov 07, 2011 Part I: What are the alternatives to the 25% Rule of Thumb? Previously we discussed the demise of the 25% Rule of Thumb (http://www.consor.com/ip-blog/25-percent-rule-demise.html). While the 25% Rule of Thumb won’t be missed, it does pose the “what-now” question:  what analytical techniques are available to replace the 25% rule?    If there are any rules of thumb that reflect real world transactions, they would be: no agreement is generic, and no one’s intellectual property is “average.”  Just as parent’s of Little Leaguers feel their child is unique and special enough to be the next Mickey Mantle, IP owners believe their properties are special.  Yet many IP valuations rely on a simple calculation of sales multiplied by industry “average” royalty rates.... Tagged in: Untagged 

Target Receives Presidential Endorsement Oct 03, 2011   CONSOR has commented in the past about the value of celebrity endorsements, because that's what we do--Brand and Celebrity valuation. But how do you measure the value of unpaid "celebrity" endorsements? Sometimes we can quantify the value, but in any case it's sure to be a benefit, especially if the endorsement is from the president's wife.... Tagged in: Branding & Licensing Trends

CONSOR Predicted Demise of 25% Rule Aug 15, 2011 Chairman Weston Anson Has Historically Called Rule Into Question Quoting from Wes Anson’s most recent book, IP Valuation and Management (published by The ABA, 2010):   The 25 percent rule. This “rule” states that an appropriate royalty rate is established by allocating 25 percent of profit as a royalty.  The questions this rule raises are obvious and fall into three broad areas:  First of all, where did this rule come from?  No one knows.  Second, what is the definition of profit?...The third observation on the 25 percent rule revolves around the lack of analysis of investment required, or the risk profile of the particular industry.  Also, there is a complete lack of analysis as to any other negotiating conditions or concerns, such as the competitive environment, the market size, market share, etc.   In sum, in our opinion, the 25 percent rule of thumb should never be used.   ... Tagged in: Untagged 

The Value of a Facebook Post – The Common Man Endorsement Aug 08, 2011 What's Constant: Change   Ahhh... yesterday. As much as we yearn for the good old days, life is constantly changing. Changes in our consumer culture will always translate to change in business methods. Knowing that change is constant, and staying flexible with methods to market products, is what will establish a long and fruitful shelf life.     ... Tagged in: Untagged 

Constancy of Change: There Will Never Be A Yesterday Again (Part VI) Aug 05, 2011 Celebrity Endorsements Paid or unpaid, good or bad, celebrity endorsements are here to stay. We see the continued value of these endorsements with popular celebrities like Catherine Zeta Jones, Julia Roberts, and Michael Jordan. But look carefully at a recent celebrity duo's wedding, Prince William and Duchess Catherine.   ... Tagged in: Untagged 

Constancy of Change: There Will Never Be A Yesterday Again (Part V) Jul 22, 2011 Branding and Licensing Trends The business of selling is an increasingly fluid method, and keeping up with trends can be difficult to master. Especially when the shelf life of inventory gets smaller and smaller, timing becomes everything. Through our own recent research and case work, CONSOR sees the following trends in branding and licensing.     ... Tagged in: Untagged 

Constancy of Change: There Will Never Be A Yesterday Again (Part IV) Jul 17, 2011 Product Placement Through Social Media There was a time when viewers of TV shows knew exactly who was sponsoring the show they were watching. Winston cigarettes were known to sponsor Gunsmoke, Proctor & Gamble sponsored I Love Lucy, and General Electric sponsored Leave It To Beaver.     ... Tagged in: Untagged 

Constancy of Change: There Will Never Be A Yesterday Again (Part III) Jul 12, 2011 Social Media Sells Anything We have become a society demanding instant gratification, thanks to the accessibility of the Internet and the popularity of Facebook and Twitter. The following social media avenues have become instant methods of brand promotion.     ... Tagged in: Untagged