270: Using Licensing To Make Billions in Sales, With Beanstalk Co-Founder Michael Stone

270: Using Licensing To Make Billions in Sales, With Beanstalk Co-Founder Michael Stone

If you’ve ever bought a bottle of Jack Daniels BBQ sauce or Febreze kitty litter, you’ve seen Michael Stone’s powerful approach to brand licensing in action. This attorney-turned-entrepreneur pioneered the form of corporate licensing that makes such products possible and wildly successful. Stone made his first foray into the world of licensing with the launch of his company, Beanstalk, in the mid-1990s. The firm quickly became the go-to resource for prominent brands like Procter & Gamble, Coca-Cola, and AT&T—all corporations that were eager to expand their reach into different product categories and strengthen their relationships with consumers. In 2018, Stone and his company were responsible for generating over $7 billion in retail sales of licensed product. While he stepped down as the CEO a few years ago, Stone still serves as the chairman of Beanstalk and is committed to innovation in this industry. Check out this interview to learn more about the ins and outs of licensing and to hear about Stone’s experience writing his book The Power of Licensing: Harnessing Brand Equity. Key Takeaways Why Stone switched lanes from practicing law to pioneering brand licensing The uncharted territory Stone noticed, and how it led to the launch of Beanstalk The necessary components for successful corporate brand licensing How Beanstalk became the go-to resource for prominent brands An explanation of why Febreeze is a better candidate for expansion via licensing than Citibank Handing over the reins of a business that was responsible for over $7 billion in sales in 2018 Why Stone decided to stick with his existing niche instead of starting multiple new businesses Stone’s honest warning for aspiring entrepreneurs

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28: The Future of Content Marketing with Chris Brogan

28: The Future of Content Marketing with Chris Brogan

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26 Jan 201535min

27: Curing Stress & Anxiety as an Entrepreneur with Charlie Hoehn

27: Curing Stress & Anxiety as an Entrepreneur with Charlie Hoehn

Eight years ago, Charlie Hoehn had no job. He submitted application after application to no avail. Only two companies offered him employment. His choices? “Back-breaking labor and a pyramid scheme,” h...

20 Jan 201547min

26: The Eventbrite Story - Building a $1 Billion Startup with Julia Hartz

26: The Eventbrite Story - Building a $1 Billion Startup with Julia Hartz

Meet Kevin and Julia Hartz. In 2003, Kevin and Julia were sat next to each other at the Santa Barbara wedding of mutual friends. They hit it off, and the rest, as they say, is history. In 2006, they c...

16 Jan 201553min

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25: How to Get more Traffic, Users, Sales & Conversions with Derek Halpern from Social Triggers

Forget social media. When it comes to marketing techniques, newer isn’t always better, according to marketing wunderkind Derek Halpern.    You just started your blog. And now you’re ready to set the f...

13 Jan 201545min

24: Andy Sheats -The $100 Million Founder Who Didn’t Want to Start a Business

24: Andy Sheats -The $100 Million Founder Who Didn’t Want to Start a Business

Forget everything you know, and everything you think you know, about starting a startup. If Andy Sheats' success with health.com.au tells us anything — and let's be clear, when you're bringing in $100...

8 Jan 201549min

23: Telling Your Boss to Go Shove It & Become a Remarkable Misfit Traveling The World with AJ Leon

23: Telling Your Boss to Go Shove It & Become a Remarkable Misfit Traveling The World with AJ Leon

AJ Leon walks backs to his corner office on the 28th floor. He closes the door behind him and walks past his $8,200 mahogany desk to his window. He surveys the stark Manhattan skyline in the winter mo...

6 Jan 201557min

22: My Startup Failed & Here is What You Can Learn From it with Nikki Durkin

22: My Startup Failed & Here is What You Can Learn From it with Nikki Durkin

This is a story not to be missed.   So often in the startup world, we only hear about the successes, the acquisitions, and how much money this person is making.   But how about the real story of entre...

4 Jan 201548min

21: True Hospitality in the Hamptons - What it Takes to Build a top Bed & Breakfast in the Hamptons with Gary Muller

21: True Hospitality in the Hamptons - What it Takes to Build a top Bed & Breakfast in the Hamptons with Gary Muller

A life in the Hamptons, running a picturesque inn perched at the end of Long Island, sharing fine food and drink with visitors from around the world. Sounds like a version of heaven to many.   Without...

31 Dec 20141h 2min

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