ADWEEK’s Post

Always Remember, it's the little things that often make the biggest difference. Today, I wanted to dive into why paying attention to detail is crucial in everything we do and building marvellous brands. Here are some key steps I've laid down

A few months back I wrote about the Amyris bankruptcy proceedings and its implications for celebrity/influencer brands moving forward. Fast forward to today, there has been A LOT of confusion and uproar around the low cash values paid for the brands that were auctioned off. Amyris Operating Brands w/ cash paid: Biossance $20M JVN Hair $1.25M Rose Inc $2.5M Pipette $1.75M MenoLabs $3M Stripes $500K 4u by Tia $600K The sticker prices for these sales may be shocking considering the 9-figure acquisitions we have seen lately with Honey Pot, Dennis Gross, etc. Here, I want us to focus on a critical difference betweeen purchased equity value and purchased enterprise value — debt. In an acquisition, the headline number typically indicates the cash paid for equity, which is not always equivalent to the enterprise value. (Reminder, Enterprise Value (EV) is the market value of a business and EV = Equity Value + Debt - Cash.) There are some key components that go into the enterprise value of a company, this is where multiples on revenue or EBITDA kick in depending on the stage of the company. BUT, equity value, or what is paid for in cash can be brought down by the amount of the target’s liabilities the buyer is assuming. In the case of Pipette for example, court documents read “the aggregate consideration to be paid by Buyer to Seller for the Purchased Assets shall be $1,750,000 (the “Purchase Price”), plus the assumption of the Assumed Liabilities, if any.” In this case the buyer is giving Amyris shareholders $1.75M for its equity, but the enterprise value of the business is greater than this because the new buyer will pay off Pipette’s liabilities instead of Amyris. In March 2023, Amyris disclosed it held $680K of assets and $1.3B of liabilities. In short what they owned could not cover what they owed and this trickled down to its consumer brands. It is likely that each buyer assumed the liabilities of its purchased operating brand, which lowered the cash price for equity paid to Amyris. This is the $1.75M you have seen in the headlines. To add insult to injury, all of Amyris’s consumer brands were loss generating leading up to bankruptcy due to increasing costs (manufacturing, freight, logistics) and declining revenues. These conditions only hurt the value of each brand’s assets, and the EV multiple used against revenue or EBITDA. There’s certainly a lot going on here, but I’ll note these are simply my thoughts based on the information out there. Naturally more information around each brand’s balance sheet would provide further clarity. I can only deduce for now. Bankruptcy proceedings can be dense, but there is so much to learn from what is disclosed throughout the process. If you’re looking for some “light” reading in this new year, definitely take a look. #celebritybrands #cpg #bankruptcy

Im trully impressed by the brand Building for the MATEL GROUP and Warner Bros. Entertainment Bros' Barbie Page Franchise" The collaboration between Matel and Warner Bros in building the Barbie franchise stands as an impressive success story. when even Joe Glover jokes about it 😍. The recent release of the Barbie movie has generated a significant buzz, and based on our analysis of purchase intent data, the global box office is poised for a remarkable surge. Will be interesting to follow the implications for Barbie-branded toys and their increasing appeal among children worldwide. This success story serves as a powerful reminder of the impact strategic brand investments can have over time. Remember Branding is a numbers game #barbie #branding #marketing #ROI (Global Purchase intent index based on MyTelescope)

Nissan extends naming rights to new Tennessee Titans stadium: Nissan announced Friday it has signed a 20-year naming-rights deal for the planned new home of the Tennessee Titans NFL franchise. Financial details were not disclosed. Scheduled for completion in 2027, the $2.1 billion Nissan Stadium will host Titans home games, Tennessee State University football games, concerts and civic events. The new venue will be built on the east side of the current stadium campus, along Nashville's East Bank. It will sport a circular translucent roof, exterior porches with panoramic views of Nashville, and a 12,000-square-foot community space. A new development will replace the current stadium. Tennessee is home to Nissan's North American headquarters, a vehicle assembly plant and a powertrain factory. The automaker employs more than 11,000 people in the state. "Nissan Stadium is a centerpiece of the Nashville skyline and has become a household name in Middle Tennessee," Nissan Americas Chairperson Jeremie Papin said in a statement. "It is important for Nissan to keep our name on the new stadium." Marketing platform The stadium sponsorship deal expands on a partnership between the Titans and Nissan that began in 2015. The initial stadium naming rights occurred against a backdrop of Nissan getting serious about competing in the full-size truck segment. In late 2015, Nissan introduced its redesigned full-size pickup — coincidentally named the Titan. The new sponsorship deal offers Nissan a bigger marketing stage and follows a multiyear product reboot that took the company's lineup to one of the industry's freshest from among its oldest. The deal also comes as the Japanese automaker struggles for market traction. Nissan Group, which includes luxury brand Infiniti, suffered a 25 percent sales slump in U.S. sales last year. The new high-tech Nissan Stadium would position Nashville to better compete for more national sporting events such as the Super Bowl and March Madness college football tournament. Nissan's sponsorship deal includes areas in the stadium for brand experiences and displays and involvement in the Titans' broadcast platforms. Nissan will also support a program in the Titans ONE Community philanthropic platform, which reaches Nashville's underrepresented and marginalized communities. #cars #auto #car

Learn more about the Nektar Global Rights : the exclusive and perpetual rights to name multi-purpose facilities, programs, events, stadiums, museums and much more within each of the 34 Member-States of the World Sports Alliance IGO and International Innovation Agency #iiaifi #nektaribc #nektarglobalrights

The countdown is on! In just 15 minutes, we dive into The Brand Licensing State of the Nation session. Explore the exciting landscape of brand licensing in 2023, from fandom trends to Kidult culture and beyond. Stay ahead of the curve and gain exclusive industry insights. See you there! #BrandLicensing #StateOfTheNation

19 seasons of Buddy, 23 seasons of the AFL logo. Last week, AFL royalty Lance Franklin announced his retirement after 19 seasons of footy. Debuting in 2005, Buddy has been wearing the AFL logo proudly for nearly two decades. 5 years earlier, in 2000, the AFL logo was created - which still remains in play after 23 seasons. That’s 23 years of blood, sweat, tears, sirens, meat pies, grand-finals, umpire whistles, goals and bellowing chants around the ‘G. That’s 23 years of playing a massive part in one of the most uniting pillars of Australian culture. At R-Co, we talk a lot about brand longevity. We believe that a great brand retains it’s place in peoples hearts through continued relevance, which grows brand value year in year out. The AFL logo is representative of the games spirit, the iconic football shape and the goal posts that symbolise athletic success. It’s creation, with clarity and attitude in mind, has allowed it to remain accessible and contemporary. The visibility of the letterforms remains intact whether it be on a mobile app, a stadium screen or on your favourite players guernsey. Adaptability for web, print and signage is what keeps a brandmark relevant as it will always work no matter where you apply it. As Buddy wraps up his 354 game career, we salute him. It takes a special type of person to transcend generations of cheering fans. That’s a legacy we like to follow. Has your brand stood the test of time? Does your identity continue to connect to new generations?

An interesting view of "licensing" - ie merchandizing from franchises BY COMPANY. By character franchise or media franchise the hat tilt goes to Pokemon vs Mickey Mouse, and with Anpanman, 2 media franchises in the top 10, depending upon the list and measurement, originate from Japan. Hello Kitty misses the top 10 at number 12. My take-away from this, for those in global media, depending upon how you cut and present the data many stories are possible, and you can't rule out non-US IP and/or players. Having worked on the media side of Disney (internet) and Warner Bros Discovery I can attest to the machine that is merchandising, but also the importance of media popularity to kick it off.

After reading an intriguing article in The Boston Globe discussing the evolving landscape of trade marks, and as an avid NBA and Celtics fan, it’s worth noting that the Boston Celtics' trade mark application for the phrase, "C Us Rise," emphasises the importance of protecting ancillary aspects of a brand, beyond just the main logo or company name. This trend is not exclusive to the Celtics. NBA star Giannis Antetokounmpo, known as the "Greek Freak", filed for a trade mark on his popular nickname and serves as a prime example of how individuals are recognising the value in safeguarding their personal brand elements. Trade marks now extend beyond the traditional boundaries of corporate identity. The recognition that slogans and catchphrases hold value in themselves demonstrates a valuable shift in trade mark strategy and businesses are starting to see the benefits of safeguarding these elements as valuable intellectual property assets. By applying for trade marks on ancillary aspects of their brand, such as memorable phrases, slogans and product names, companies and individuals can enhance their brand recognition and differentiate themselves in the market. It's a proactive approach that can contribute to long-term success. The Boston Celtics' trade mark filing strategy serves as a reminder for all brand owners and entrepreneurs to consider the broader aspects of their brand when it comes to trade mark protection. Don't limit the scope of your protection to just your brand’s main logos or names, explore and identify the unique elements that make your brand stand out, and ensure they are properly protected. #TradeMarks #IntellectualProperty #BostonCeltics #NBA #GiannisAntetokounmpo