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The $6 Billion Man : Bernt Ullmann & His Licensing Empire

2024/7/22

Living The Red Life

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Bernt Ullmann

Rudy Mawer

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Bernt Ullmann: 我将毕生精力投入品牌管理、品牌加速和知识产权变现，尤其关注时尚、名人及娱乐领域。我曾担任Donna Karan公司国际部门的副总裁，将该部门的批发额从4000万美元提升至2亿美元左右。之后，我加入了FUBU国际公司，担任总裁，将公司的批发额从不到1亿美元提升至超过4亿美元。我还参与了Fat Fashions公司的收购，并将其运营模式转变为完全授权模式，使公司盈利能力大幅提升。随后，我与Tommy Hilfiger及其兄弟Andy等人合作，成立了Star Branding公司，其理念是将明星打造为品牌。我们与全球最大的服装制造商之一——香港的联丰集团——建立了合资企业Mesh Music Entertainment Sport Holdings。在这个框架下，我们达成了价值35亿美元的Jennifer Lopez交易，这被认为是有史以来最大的名人交易。此后，我们还与环球音乐集团、滚石乐队、史蒂文·泰勒、美国偶像、妮琪·米娜和亚当·莱文等达成了合作，业务规模迅速增长至2亿美元。 Rudy Mawer: 本期节目探讨了授权模式在企业扩张中的重要性，特别是超越传统营销方式的价值。授权的核心是‘租赁资产’，主要分为地域授权和产品授权两种。通过授权，企业可以将成功的商业模式复制到其他市场，与知名品牌或名人合作，拓展新的市场和客户群体。节目中，Bernt Ullmann分享了FUBU公司在贸易展上的创意营销策略，以及Tommy Hilfiger与Gigi Hadid的成功合作案例，这些案例都突显了创意和战略合作在企业扩张中的重要性。他还分析了与Jennifer Lopez和Kohl's合作的成功案例，强调了发现并解决市场需求的重要性。

Deep Dive

Chapters

Bernt Ullmann, a prominent figure in licensing and brand management, earned his nickname "$6 Billion Man" through his impressive career in the fashion industry. He spearheaded major deals, including a $3.5 billion licensing agreement with Jennifer Lopez, and has worked with renowned brands like Donna Karan, Fubu, and Tommy Hilfiger.

Bernt Ullmann's career includes work with Donna Karan, Fubu, and Tommy Hilfiger.
He orchestrated a $3.5 billion licensing deal with Jennifer Lopez.
Ullmann helped Fubu grow from $100 million to $400 million in wholesale.

Shownotes Transcript

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