For brands that have earned it, the extra octane that licensing brings to the table includes access to revenue streams supported by manufacturing, distribution, marketing, and sales initiatives that are funded by others.

A properly planned and intelligently executed licensing program has the potential to produce higher margin returns than might otherwise be expected from an internally funded new business launch. To be an attractive licensing partner, the companies doing the licensing (licensors) typically need to offer a portfolio of assets that includes:

• A recognized and respected name that resonates with the core customer base of the licensee
• A strategically sound intellectual property rights portfolio (brand names, logos, service marks, etc.)
• A product category “enhancement deliverable”, such as a distinctive and respected aesthetic approach
• The ability—by way of media attention, for example—to increase marketing efficiency

• Selection of target acquisitions
• Advisory on business alignment
• Valuations
• Integration plans
• Management recapitalizations
• Roll-ups and consolidations
• Diversification strategies
• Divestitures
• Joint ventures
• Sale of business

We see opportunity within most distressed businesses. Some of the greatest financial return can happen within companies that are in a period of significant change. Our team can provide a wide range of services to your team within this environment.

Clark + Huot Advisory helps underperforming or distressed companies, as well as healthy companies with divisions in crisis, find a clear path to results and the leadership to ensure survival.

Drawing on our resources, strong hands-on approach and strategic relationships, Clark + Huot Advisory professionals work very closely with companies and their stakeholders. Services Include:

• Selection of target acquisitions
• Advisory on business alignment
• Valuation
• Integration plans
• Management recapitalizations
• Roll-ups and consolidations
• Diversification strategies
• Divestitures
• Joint ventures
• Sale of business

Clark + Huot Advisory’s service in the sponsorship area begins with a philosophy of “active brand integration”. We believe brand sponsors can connect with their key consumer segments if they create truly engaging sponsorship experiences that supersede the passive “logo on the wall” type of patronage.

Tomorrow is here. The new consumer demands the innovation and personalized care that world-class brands have the scale and capacity to provide. We will help you identify active sponsorships and fully-integrated brand partnerships, where the “greater experience” is more than possible.

This new wave of consumers is savvy and passionate about the way they live and the brands that enhance their lives. Connecting with them is exciting yet often challenging. Their high mobility and fickleness make them elusive to marketers; and their tendency to filter and discriminate marketing messages means brand exposure does not always guarantee brand connection. Successful brand connection requires active and interactive brand experiences that enhance their productivity, expedience, convenience, and enjoyment. These jaded consumers may treat many conventional messages—up to an estimated 6,000 exposures a day—as marketing “white noise”, but when a brand adds value to their lifestyle, the connection is often immediate and compelling. We are focused on:

• Creating positive and memorable brand connections
• Identifying the partner brands that can create a total consumer experience
• Creating first-rate experiences with world-class partners

One of the most crucial aspects of all strong businesses is the ability to connect your brand to the customer within the proper sales channel. We are there to help you choose the right geographic location for a brick and mortar store, new office or examine the best re-seller arrangement.

Clark + Huot Advisory focuses on your ability to grow your brand. We are able to help you choose the right market, the correct medium and, in some cases, the best strategic partner to execute the channel.

Consider a retailer who operates both brick-and-mortar stores and direct channels such as direct mail catalogs and an e-commerce site. We can assist in understanding the effect the opening of a new retail store will have on direct channel sales in the retail trading area surrounding the store. You will need to know if the existence of more opportunities for consumer contact with the brand may increase your direct sales, and to consider the effect intra-brand, inter-channel competition may have on your direct sales.

Many times we may have the opportunity to identify, introduce and evaluate strategic partnerships that will be best able to execute your sales channel expansion. Services include:

• Adding a physical retail brand store to existing sales channels, thus increasing the prominence of your brand
• Adding geographic markets—directly or through strategic partnerships— including exclusive retail licenses for your key sub and master-brands
• Adding various direct channels including online, direct-to-consumer television and other appropriate direct marketing ventures including catalog
• Evaluating and planning for the cultural, economic and brand sensitivities for various geographic markets around the world

We recognize that a crucial piece of the resources needed to grow your brand is having the financial depth needed to properly execute your business plan. Our philosophy is that “money follows great ideas”.

Clark + Huot Advisory can assist through its elite network. We recognize that raising capital resources can be a labour-intensive experience. We believe that preparing your company and your brand’s strength are crucial to success in growing its financial depth.

Raising capital is a relationship-based business. Clark + Huot has the relationships and the experience to help. Through our advisory network we can arrange introductions to investors and investment firms that we know to be receptive.

• In-depth story-telling that explores the use of myth, legend, voice and narrative to help build appeal, relevance and interest amongst targeted audiences
• Mood boards that explore concepts, notions, relevant themes and motifs using graphic palettes and collages. These boards showcase a selection of brand concepts, colors, typography, imagery and iconography. They help to establish the look and feel of the brand as well as ensure that more specific design applications are consistent with the overall brand vision. Applications may include the following:
  • Name
  • Tagline
  • Logo design
  • Graphic standards
  • Brand bible
  • Touch point design on signature brand pieces (e.g. annual reports, website, environmental graphics)

With application design completed or well in hand, the final phase of the process, Customer Journey, is initiated. The Customer Journey maps out and integrates the relationship between design and brand attributes with the various stages of acceptance of any prospect or current customer. It is crucial that a clear plan for the brand be established whereby all brand touch points are identified and appropriated in respect to each stage of the customer’s acceptance. This approach helps move the prospect from ‘unaware’ to ‘advocate’ in a logical and timely manner, which in turn, affects an organization’s overall Return on Investment. Customer Journey boards are strong rallying forces within organizations.

• How is your brand positioned?
• Who are its strongest advocates?
• What are the attitudes that define your brand?
• Who uses or intends to use the brand?
• How aware are your ideal customers of your brand?

Generally we ask the question: How in touch are you with our brand? Our research services focus intently on the ‘now’ but also very importantly on the future of your brand. We know that for the first time, a new generation of consumers will overtake the traditional consumer in size, scope and savviness. Are you prepared to win them over? We are. And, we can help you understand and engage them.

Clark + Huot Advisory believes that all the best brands are guided by knowledge. We generally break our knowledge gathering research process into two categories. Both use a spectrum of research tools to help uncover data that will direct our planning decisions. Methodologies include:

Quantitative: We use the data gathered to measure behavior, attitudes, satisfaction and awareness of your brand. We use quantitative research to provide the empirical statistics needed to understand many factors including but not limited to, your customer, your brand’s relationship to the world and the best ways of connecting with your customers. Methods include electronic data capture, online surveys, telephone surveys, computer-assisted personal interviewing software, self-completion questionnaires and face-to-face exit surveys.

Qualitative: We understand the need to employ direct, face-to-face contact with those that touch and connect with your brand. We believe in the power of in-depth examination of small-scale samples and unstructured interviews. These direct experiences guide decision making on many levels. The intuitive relationship your brand imparts on the world are examined up close in this research.