WHAT ARE THE POTENTIAL MYTHS SURROUNDING BRAND LICENSING?
You need to be a large company – Simply not true - it does not matter what size you are. The key to working with Rivermill is that you have a passion for expanding the sales under your brand. We adopt the same rigorous process and success based development strategies regardless of your company and / or brand size. True it is not one size fits all, the questions we ask might be similar but the answers and indeed the solutions are bespoke to you.
It does not generate any money – Simply not true – companies as diverse as Haagen Daas and Coke to Cadbury and Innocent have developed their brand using licensing as a core part of their strategic development framework.
You lose control – Simply not true - yes, our style is to remove as much of the ''work load'' from you as possible. But we are passionate about process. We believe we get the balance right. We discuss with you involvement and sign-off. Some of our clients are happy to meet once per year, others communicate at least once per week.
If it’s important we should manufacture it – Simply not true – it is true that you might be able to deploy resource to set-up the manufacture in house. However, many companies have an existing business plan based on their current asset schedule. We offer a route to market that minimises risk and looks to generate revenue and profit to exceed many industry norms for ROI.
Other companies confuse the retailer – Simply not true – in many cases we have proved that we can present a revived and clear brand proposition to the customer that would not be possible within the internal sales environment. Because we are hands-on in terms of development we ensure that we ask the questions throughout ‘’would the buyer buy?’’and ‘"would I buy as a consumer"’. Our brand positioning ensures that the same message is communicated throughout the sales process – we move from ‘brand based sales to category based winning strategies’.