Top 10 book recommendations for licensing professionals

Licensing opportunities are increasing all the time as the range and scope of products and brands expands.

So, it pays to stay ahead of the game and there are shelves of books out there to help you to do just that.

To get you started, our President Marty Malysz and Sales & Marketing Director Rhys Fleming have drawn up a list of the top 10 books that they think licensing professionals should read. They have selected titles designed to educate, entertain and offer practical guidance.

Whether you’re new to the industry or have many years’ experience, we hope that our recommendations will inspire you.

Business of Licensing, The Essential Guide to Monetizing IP – Greg Battersby and Danny Simon (2018)

This book covers the business aspects of licensing and guides you through how to monetize intellectual property. It provides a deep understanding of the licensing landscape and suggests practical strategies. Licensing professionals will find this book resourceful as it details marketing and advertising procedures, legal clearances, accounting, and ethics considerations.

The Power of Licensing: Harnessing Brand Equity – Michael Stone (2018)

Michael Stone gives an in-depth exploration and strategic perspective of how licensing can be a powerful tool in enhancing brand equity and business success. This book takes a look at exciting, new, and merging ways licensing can be used to achieve specific brand objectives, illustrated by stories of how some iconic brands have done it well.

Creativity Inc. Overcoming the Unseen Forces that Stand in the Way of True Inspiration – Ed Catmull and Amy Wallace (2014)

Ed Catmull, the co-founder of Pixar Animation Studios takes you behind the scenes and discusses the challenges and successes and fostering creativity within the organization. While not about licensing, it does provide valuable lessons on providing the right environment that encourages innovation and creativity, which are crucial for successful licensing ventures.

The Ride of a Lifetime – Robert Iger (2019)

The title of this book is an apt description of Robert Iger’s experiences when he was CEO of Disney. He recounts the business strategies and acquisitions that drove Disney’s success during his tenure. Licensing professionals can glean much from Iger’s strategic leadership insights and be inspired by the business dynamics that contributed to Disney’s success.

What they don’t teach you at Harvard business school – Mark McCormack (1984)

Mark McCormack, a pioneer in sports marketing, shares practical business advice and lessons learned from his experiences. Those involved in sports licensing particularly will benefit from his insights and practical wisdom not typically covered in traditional business education. Based on the author’s proven method of applied people sense to get things done, with key chapters on reading people and yourself, sales, negotiation, and executive time management, he presents powerful street-smart insights.

Brand Portfolio Strategy – David Aaker (2004)

David Aaker delves into the strategic management of brand portfolios, providing frameworks and insights on how to effectively develop and manage a brand portfolio for business success. By defining the function of each brand and delineating clear brand roles, one can be able to allocate resources and determine how to invest in future brands more efficiently.

It gives licensing professionals a deeper understanding of how to approach brand portfolios strategically in the licensing context.

The Brand Flip – Marty Neumeier (2016)

This explores the changing landscape of branding in the digital age, emphasizing the importance of customer participation and engagement in building successful brands. It addresses the evolving nature of branding, offering practical insights into adapting branding strategies to the contemporary market, which is crucial in licensing endeavours.

Brand Stretch – David Taylor (2004)

David Taylor discusses the concept of brand stretching, exploring how brands can successfully expand into new markets and product categories while maintaining their core identity. This book is insightful for licensing professionals as it helps companies increase their chances of winning by looking at the lessons learned from both successes and failures in brand stretching. It is a must for those involved in licensing diverse product categories.

Just Survive Somehow – Will Stewart (2021)

Will Stewart takes you through everything you need to know when starting your own business. Licensing professionals should find the advice on how to build resilience and manage your mental attitude useful. Moreover, this book offers a deep understanding of why time is more valuable than money, and how not to waste it and be effective.

Shoe Dog- Phil Knight (2016)

Phil Knight, the co-founder of Nike, shares the story of Nike’s early years, offering a compelling narrative of entrepreneurship, perseverance, and the challenges faced in building a global brand that has become synonymous with success in the sports and lifestyle licensing industry.

Happy reading!