About this episode
In todays episode i sit down with Bernt Ullmann, a prominent figure in the licensing and brand management industry, often referred to as the "$6 Billion Man." Ullmann shares insights from his extensive career, including his involvement in one of the largest celebrity licensing deals with Jennifer Lopez, valued at $3.5 billion. He discusses his journey from working with Donna Karan and Fubu to partnering with Tommy Hilfiger and launching Star Branding. The conversation delves into the intricacies of licensing, highlighting its two primary forms—territory and product licensing—and the significant role it plays in business expansion. Bernt offers practical advice for entrepreneurs looking to scale their businesses beyond traditional methods like funnels and social media. He emphasizes the importance of creativity and thinking big, citing examples such as Fubu's innovative trade show strategy and Tommy Hilfiger's collaboration with Gigi Hadid. The episode underscores the potential of licensing and strategic partnerships to drive growth and reach new markets, encouraging entrepreneurs to overcome limited beliefs and explore these opportunities. Ullmann also shares resources for listeners to learn more about his work and continue their education in brand acceleration and IP monetization. CHAPTERS 01:08 - Introduction to the $6 Billion Man: Ben Allman 02:09 - Ben Allman's Career Highlights and Major Deals 03:30 - Brand Management and IP Monetization in Fashion 04:42 - The Evolution of Fubu: From $100 Million to $400 Million 05:55 - Star Branding and The $3.5 Billion J Lo Deal 07:08 - Understanding Licensing: Territory and Product Licensing 08:35 - Practical Steps for Small Businesses to Start Licensing 09:15 - Creative Marketing Tactics: The Fubu Trade Show Strategy 10:31 - Celebrity Collaborations: The Tommy Hilfiger & Gigi Hadid Example 12:18 - Case Study: The Jennifer Lopez Deal with Kohl's 14:09 - Breaking into New Markets with Strategic Partnerships 16:43 - Thinking Big: Overcoming Limited Beliefs in Business 17:59 - Final Thoughts on Expanding Your Business with Licensing 18:27 - Where to Learn More About Ben Allman 19:00 - Closing Remarks and Future Collaboration Prospects Connect with Rudy Mawer: LinkedIn Instagram Facebook Twitter