Brand Activism授權行銷新觀念

via : adage. June 12. 2008.

國際授權展（第28屆）最後一次在紐約舉辦,　明年移到拉斯維加斯.　根據廣告時代雜誌報導一個最新觀念Brand Activism. 本文作者是Omni Group品牌授權顧問公司 The Beans Group總裁Michael S. Stone.

The cutting-edge of licensing is no longer just about brand awareness; it is using licensing to encourage or elicit specific behaviors from consumers, like living a healthier or more sustainable lifestyle.

Brand activism

This forward-looking form of licensing is what I like to call brand activism -- essentially the licensing version of corporate social responsibility. It is truly new territory for licensing and an incredibly useful tactic for any cause-related (or want-to-be-cause-related) brand.

Next year, I suspect we'll see an influx of entertainment studios attending the Expo because of its proximity to L.A. and an ongoing interest in the environmental trend from licensors, licensees and retailers alike. We'll also see even more corporate brands exploring licensing, as its ability to deliver marketing results and brand differentiation is proven again and again. See you at next year's show!

Michael S. Stone is the president and chief executive officer of The Beanstalk Group , an Omnicom Group-owned brand licensing agency and consultancy.