Consumers, Brands and Retailers: Adapting in the New Reality

Licensing Week Virtual kicked off Monday, June 15, offering a host of informative talks and seminars.

Allison Ames, president and chief executive officer, Beanstalk, led a dynamic discussion, “Consumers, Brands and Retailers: Adapting in the New Reality,” about the present and future state of retail, branding and consumer behavior. Panelists included Michael Stone, chairman and co-founder, Beanstalk; Stephanie Wissink, managing director, Jefferies; and Rob Gaige, managing partner, Q, Sparks & Honey.

The group dissected the complicated yet unavoidable trend of brands taking a position with respect to social causes.

“Today, during the pandemic, consumers are expecting even more from brands,” said Stone. “For a long time now, there’s been a trend of consumers wanting their brands to take a positions on social or cultural or political issues of the day, and that trend has been growing… consumers now are really requiring that brands not only take positions on the health crisis today, but actually take action.”

Gaige identified the following three key trends among brands:

  • Brand as civil servant;
  • Brand activist; and
  • Digital immortality.

Wissink highlighted the increase in ways consumers could use their wallets to support their activism and the trend of companies rising up to take a clear stance on today’s most-pressing social issues.

Gaige noted consumers are turning back to reliance on experts in a trend he called, “The Rise of the Expert.” He also presented data that noted a shift from “community to castle,” where consumers are spending and investing in all things home.

Panelists also discussed how the Food and Beverage segment has been affected (both positively and negatively) by the pandemic, as well as the other categories that have seen a significant change, such as beauty, automotive and travel.

“Between restaurant licensed products that you could buy at the grocery store and alcoholic beverage licensed products that you could buy at the grocery store, these brands are learning how consumers can become entangled with the brand and engaged with the brand in ways that perhaps they didn’t realize before the pandemic,” Stone said.

“This crisis has absolutely challenged the status quo,” Ames added. “It’s empowered us to reevaluate things and come up with creative solutions and new opportunities, and I am certain together we are all going to rise to the challenge and emerge stronger.”

To learn more about the changes in digital, shopping behaviors and what brands should do to succeed in the post-COVID-19 climate, watch the full session after you have registered for Licensing Week Virtual.

source: https://www.licenseglobal.com/licensing-101/consumers-brands-and-retailers-adapting-new-reality

How Beanstalk is Navigating its New Normal

As the licensing industry continues to do its part to flatten the curve of the COVID-19 pandemic, many companies are adjusting to a new normal that includes working from home. License Global has continued to highlight the ways that the business community has adapted to the evolving nature of the industry on the fly. From Brainbase’s new technology stack to Vida Brands’ community outreach, our ongoing series shares the licensing community’s best-practices of working during such unprecedented circumstances.

In today’s continuation of our series, we take a look at Beanstalk. The licensing agency revealed its new virtual initiatives and shares how its partners are doing their part to help in this crisis, as well as the following inspiring note to the broader licensing community:

“COVID-19 has changed all of our lives so suddenly, from the way we work, socialize, travel, communicate and much more. While there is some relative comfort knowing that we are all in this together, the next months are going to be especially challenging as we adjust, remain calm and find new ways to stay healthy, work effectively and be virtually together. We will come together in unexpected and comforting ways. Creativity will be unleashed that will be enlightening. And we will have a new appreciation for the simpler things in life — nature, family, friends and even slowing down from the day-to-day frenzy of the urban jungle. While we may not have expected that this situation would have unified us, it has. And it has forced us to be resilient. Resilience is a powerful and empowering trait. It gives us courage and some sense of control. Once this is behind us, we will emerge even stronger knowing that we endured the most difficult of setbacks.”

Thinking of all of you and wishing wellness and safety,

Allison Ames, President & CEO of Beanstalk

Virtual Happy Hour Bonding

Beanstalk’s digital working initiatives include a weekly virtual happy hour when team members from its New York, Cincinnati and Miami offices come together to share cocktail recipes, binge-worthy show recommendations, tips for working from home and stories of gratitude with one another

Source: https://www.licenseglobal.com/industry-news/how-beanstalk-navigating-its-new-normal

Beanstalk reps Gandhi

On Mahatma Gandhi’s 150th birth anniversary, we thought it appropriate to re-share this post from July 2016.

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The Estate of Mahatma Gandhi has appointed Beanstalk to represent the late political leader for advertising, media campaigns and long-term brand associations.

“As one of the most revered leaders in history, Mahatma Gandhi’s legacy of non-violent resistance inspired civil rights leaders throughout the world,” says Allison Ames, president and chief executive officer, Beanstalk. “We are honored to work with Arun Gandhi and represent his grandfather’s legacy.”

Gandhi is considered one of the greatest spiritual and political leaders of all time. By practicing non-violent civil disobedience, he led the Indian independence movement that gained the country freedom from British rule.

Source: https://www.licenseglobal.com/entertainment/beanstalk-rep-gandhi

LIMA to Induct Michael Stone and Pam Lifford into Licensing Hall of Fame

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The International Licensing Industry Merchandisers’ Association (LIMA) today announced that Michael Stone, Chairman and Co-founder of Beanstalk, and Pam Lifford, President of Warner Bros. Global Brands & Experiences, are the 2019 inductees to the LIMA Licensing Hall of Fame. This year’s Hall of Fame Induction will take place on June 4, at the LIMA Licensing Awards Ceremony during Licensing Expo 2019 in Las Vegas.

“LIMA is proud to celebrate these two widely respected licensing veterans who have dedicated their careers to driving the success of licensing among the broader business community,” said LIMA President, Maura Regan. “Michael has been instrumental in the evolution of brand extension licensing as a highly effective corporate strategy and Pam is responsible for the domestic and international licensing of some of the most highly regarded entertainment franchises in the world. Their recognition in the Licensing Hall of Fame is well-deserved.”

Headshot ColorMichael Stone

Michael Stone is the chairman and co-founder of Beanstalk, an Omnicom-owned, global brand extension licensing agency and consultancy. Beanstalk is the recipient of 23 LIMA Awards and is responsible for some of the most successful licensing programs of all time, including programs for Procter & Gamble, Stanley Black & Decker, Harley-Davidson, The Coca-Cola Company, HGTV, Diageo, and Mary-Kate and Ashley, among others. In addition to teaching the first graduate course in the country specifically on trademark licensing as an adjunct professor for Baruch University, as well as an undergraduate course at Long Island University Post, Stone is an authority on licensing and frequently contributes to Advertising Age, Adweek, Forbes, The Wall Street Journal, The New York Times and other media outlets. Michael has recently authored his first book “The Power of Licensing: Harnessing Brand Equity”.

Untitled design (1) copyPam Lifford

Pam Lifford is president of Warner Bros. Global Brands & Experiences where she leads the alignment of large-scale brand and franchise strategies across the studio’s world-class characters and brands as well as overseeing Warner Bros. Consumer Products, DC, Themed Entertainment and a new Global Franchise team. Lifford’s vision for next-level development of fan-engagement drives the creation of business opportunities designed to reshape how Warner Bros. delivers fan-focused activities. Working in partnership with all divisions of the Studio, Lifford’s team ensures that every touchpoint for cross-company collaboration is maximized. Lifford joined Warner Bros. in 2016 as president of its Consumer Products division where she refocused the Division’s priorities and put strategies in place that increased the business by 47 percent in her first year alone. Prior to Warner Bros., Lifford held an executive leadership position at Disney and Quicksilver, Inc. as well as key roles at Road Runner Sports and Nike.