‘Brands are waking up to the true power of licensing’ says co-founder Dave Collins.
Licensing is now more important than ever for brands and the co-founder of PowerStation Studios – Dave Collins – believes many have now woken up to its true power.
The company is sponsoring Best Licensed Lifestyle Brand at this year’s Brand & Lifestyle Licensing Awards.
“For a number of reasons licensing is now more important than ever for brands: additional revenue streams, consumer engagement outside of core brand activation and the re-enforcement of emotional engagement,” Dave told The Source.
“We believe that brands are waking up to the true power of licensing and this realisation process has been partly driven by the welcoming and acceptance of licensed product ranges by the retail industry.
“Consumers actively seek out products and services from brands they trust and the right brand extension can be a great consumer signposting. It highlights where a product or service fits within a consumer’s lifestyle and allows him or her to find comfort within their affinity for the brand.”
Dave believes that an event such as the B&LLAs, where lifestyle brands and their licensing programmes are recognised, is “a progressive move for the industry”.
Dave continued: “The awards highlight how creative brand extension can strengthen a brand and enhance the route to consumer discovery by providing brands with new and innovative ways to connect with consumers.
“The awards not only raise awareness, but also celebrate the practice of brilliant brand extension, and how it sets the bar for the industry while uncovering and revealing the ‘art of possible’.”
The Brand & Lifestyle Licensing Awards takes place at The Dorchester, Park Lane on Thursday, April 27.
Other partners on board include headline sponsor Brand Licensing Europe, LIMA, TLC, CPLG, Beanstalk, Start Licensing, Golden Goose, Pink Key Consulting, TLP, Happy Jackson, Octane 5, Brandgenuity Europe, The Smiley Company, House Beautiful & Country Living Magazine, Autumn Fair, Select Licensing and Monty Bojangles.
You can check out full details by visiting the dedicated website by clicking here.
For ticket enquiries, please contact Clare Davies of Createvents on clare@createvents.co.uk or call 01183 340085.
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