“The company is the brand, and the brand is what gives your company value.” Weston Anson, Founder and Chair of CONSOR Intellectual Asset Management, shared how “The Power of Your Brand” can fuel powerhouse success when CONSOR hosted an Aventura Marketing Council Chairman’s Roundtable luncheon at Christine Lee’s at Gulfstream Park.
Prior to the luncheon, Anson shared the podium at the AMC Law Committee seminar with attorney Howard Gitten from Locke Lord. The topic, “The Ethics of Using Expert Witnesses in Business and IP Valuation Case.”, brought out a standing-room only crowd of attorneys and judges, thanks to Law Committee Chair Marc Hurwitz of Crossroads Investigations.
AMC Chair Cliff Schulman of Weiss Serota Helfman welcomed business and community leaders gathered for the Chairman’s networking/business- building event highlighting CONSOR’s mission to help clients establish and build the value of their intellectual property and intangible asset base, while minimizing risk and uncertainty. For over 25 years CONSOR has been a global industry leader, specializing in focus areas including intellectual property valuation, expert witness services, monetization assistance and licensing strategies.
Anson was introduced by Jeff Anderson, CONSOR Valuation and Analytics Director, who noted that Anson is a prolific author on the subject of licensing and intellectual property, has written seven books and over 300 articles; and served as Chevron’s testifying expert in the $19 billion litigation. During the luncheon, Anson introduced CONSOR CEO Susan Bailey, who has helped the company compile an impressive list of “best reference” clients including Ford, GE, IBM, MGM/UA, Marvel, Procter & Gamble, DuPont, Barneys, Major League Baseball, McDonald’s, Forbes, Corning, Sony, Merrill Lynch, World Cup and Bank of America.
Discussing brand leveraging strategies and capitalizing on licensing opportunities, Anson noted, “A brand is not just your trademark – it’s also the way you present the overall package with components such as your logo, collateral pieces and corporate colors.” He also spoke about the potential to maximize royalties through brand expansion and implementation of intelligent licensing strategies incorporating multiple elements.
“For all different fields, your brand is worth a lot – and there are diverse communication, extension, restructuring, adaptation, ingredient, hybrid and endorsement/publicity licensing strategies that can make the most of your brand assets and maximize value,” Anson said.
“Whether dealing with a large corporation, small business or single practice, the things to ask are how do we compete in the world today with extremely short attention spans and multiple ways to deliver messages? What is the brand message we always, always want to deliver? Once you know where your ‘brand power’ lies, you can expand and leverage it.”
By: Bari Auerbach
For more information about CONSOR groups encompassing Trademark and Brand; Technology Management and Valuation; Agency (licensing and merchandising services); Internet and Software, Research and Data; and legal support, visit Consor.com.