Wednesday morning I was a part of the Brand Yourself For Success in Art Licensing panel, moderated by Paul Brent.  Kate McRostie and Jay Burch – CEO of the Laurel Burch art line – also participated.  It was really interesting to get a variety of perspectives on the topic of branding and the feedback was that artists in attendance learned a lot.

If you couldn’t be with us, don’t forget that Paul did a teleseminar by the same name is available as a replay and transcript.  Learn all about it at www.ArtLicensingInfo.com/branding.html.

I had about 2 hours to walk the show – which obviously meant I only saw a fraction of it!  There were 73 exhibitors in the Art & Design section.  The word on the floor was that attendance was up and people were making good connections – which is fabulous!  Two cab drivers told me they heard 20,000 people were expected for the show but that seemed really high to me – will be interesting to see what the final numbers were.

I walked the show 2 years ago and was pleasantly surprised by the change in booth design from the tv and film people.  They were definitely more elaborate this year which to mean – is a sign that things are turning around.  We have to assume that we are part of the turn.

I had an interesting talk with a friend who was telling me to “check your ROI on each show before you sign up for the next one”. (ROI being Return On Investment)  I said these shows build on each other and it’s hard to make a decision on one year’s show before the next.  Just last week I closed a nice deal with someone I met at SURTEX in 2010.  This is a relationship business and it sounds like some good ones were started at the Licensing Expo.

If you exhibited, we’d love to hear your thoughts.  If you blog about it – please let me know and I’ll share the link.

Wishing you much success!

– Tara Reed

If you don’t happen to be in the audience, you can still learn about branding for success in art licensing from Paul Brent.

Paul did a teleseminar which is available as an audio replay, transcript and action guide.  We even rounded up some great branding freebies as an added bonus.  You can learn all about it at www.artlicensinginfo.com/branding.html

Artist Elizabeth Glz, a recent purchaser of the teleseminar had this to say…

After attending SURTEX, I began a planned “retreat” away from my home, my everyday ceramic work and home households to take the time to analyze my career as artist.  The perfect time to hear Paul Brent Teleseminar on Branding!!!. I have no words to describe all I learned.

I have been planning this branding issue for a long time and I have some steps taken, already.  I am a ceramist since 1996 and I believe I have a well known and recognizable style even in my new mixed media work but I was not sure at all about that.

Now I know I have to focus on what I am going to present for licensing and how I will use this branding knowledge to make this licensing dream happen.  I will be working on all the steps Paul Brent talked about. I started today with the tag line. I have a few of them in my profile, but now is what I can understand what is this about!

I can tell you, I am Enjoying this Ride….I use this tag line a lot in my blog and in my collage paintings but it is the time to analyze it in terms of my licensing career I want to star NOW. Well I did some licensing 8 year ago but the payment was just “pennies” although the company sold millions.  Now is the time to make this happen, with better deals.  Your books are helping me a lot….all of them.  Thanks for all your hard work and your creativity to show us the right path!!

– Elizabeth
http://elizabethglz.com

Maybe it will help you too…

Here’s to your creative success!

– Tara Reed

At times I was overwhelmed by new vocabulary or listening to panels of Executive VPs talk about what they were looking for and what it took for a show to make it to the airwaves.

There were times I was mesmerized listening to the people who made the shows I watch come to life – talking about how they find the “characters” – even though they are real world people they are certainly characters!  Don’t believe me?  Tune into any Real Housewives show on Bravo and you’ll get it within 2 minutes.

The forum opened with Gene Simmons and his family talking about their show – Gene Simmons, Family Jewels.  It was fascinating to hear about how they decided if they wanted to do it in the first place.  How would it affect their brand?  Would their fans like to see that Gene Simmons is a real guy with normal issues who apparently has some fuzzy, one-piece red pj’s complete with feet because he “gets cold!”.  Or would he mess up the shock-value brand he’s been building since starting Kiss?

At the end of the day, I realized I was listening to the same issues we all talk about on panels at art licensing trade shows and on blogs.  I also realized that the overwhelm I was feeling is probably what many of you feel just learning about the art licensing industry.

So what issues do they discuss in Reality TV that are the same as art licensing?

Branding.

Well the first I already touched on – Gene Simmons had to decide if doing a show about his life would be good or bad for his brand. He decided to take the risk and it worked.  His brand is alive and well and the show is the longest running celebrity reality show on tv – debuting back in 2006.

Many people become brands by being on reality tv – look at the recent success of Bethenny Frankel who started out on The Real Housewives of New York, then had her own spin offs of Bethenny Getting Married? and Bethenny Ever After.  She recently sold her Skinny Girl Margarita alcohol line for an estimated $120 million.  The brand awareness has to have been in part, in not large part, due to her talking about it on her show every week.

The business success of Bethenny as a result of her shows on Bravo is changing how contracts work in the industry too.  Now people signing up to do shows will be giving up a percentage of any future business that comes as a result of the show.  Seems fair since many use reality tv as a platform to gain exposure and launch a line.  Ramona (Real Housewives of NY) is launching a Pinot Grigio wine, Renee from Mob Wives is launching an internet greeting card site for people to send mail to inmates – Jail Mail Inc – with a catchy tagline: Jail mail inc… We’re not incorporated we’re INCARCERATED!!!  Records are launched, books written and promoted, jewelry and hand bag lines, the list goes on and on.

Copying.

There was a discussion about how many similar shows there are out there.  It sounded like our discussions – is it blatant cut-and-paste copying of art or similar inspiration?  This is all being debated in the reality tv world as well.

One panelist said, “You truly win by innovating, not by being the me-too show.  You need to be fast and first.”  In a way that is similar to what we are doing but it’s pretty hard to be first with Santa, coffee mugs or sea shells… you just need to be innovative in the way you do the subjects so often requested in licensing.

Trends.

When is something tapped and when will an audience want more?  Are there enough Pawn shows on the air or is their room for more?  Sounds like us too – is the bird fad over or is there time to add it to the mix?

As in art, they talked about looking at trends in relation to their network brand.  While at lunch with someone from Bravo she said, “If Bravo did weddings, what would it look like?  It can’t look like another networks way.”  If they can’t figure out how a trend fits with their brand, they don’t incorporate it.

Budgets.

Budgets are tighter. Lead times are shorter. Working with less and trying to get more done. Sound familiar?

Social Media.

There were discussions about how the internet, YouTube, Twitter and Facebook were affecting traditional tv.  How could it be embraced and used to their advantage and what did it mean for them now and in the future?  When asked “where is the music?” an MTV exec said that they’d love to play music videos all day again if people would watch.  But viewers go to YouTube to see what they want when they want it.  MTV has to change their format or die.

There was an interesting conversation about “Reality Media” vs “Reality TV” and the fact that the stories, when true, are often being scooped by tabloids or passed around Twitter and FB months before the show airs.  How do they then, make the show relevant?

MY CONCLUSION…

I find it fascinating to go listen and learn about other industries… and discover that the issues they face are very similar to those that we face.  The fun part is listening to how they handle and react to things and decide if that can work for my business too.

Will I have a reality show on tv?  Who knows!

Have I learned a lot about how the tv world works, both for pitching and tweaking my show and for my art business, you bet!

Only time will tell…

Here’s to your creative and ever evolving success!

– Tara Reed

Key booth locations are still being offered in the Art Gallery at Licensing International Expo – June 14-16 at the Mandalay Bay Convention in Las Vegas.

Don’t miss out on your opportunity to showcase your work to the Top Retailers, Manufacturers and Licensees that attend over 3 days. Turnkey booth packages are offered.  Please call Todd Cusumano at 212-951-6638 to reserve your space today!

Not ready for this year?  No worries – you can check out the show on a guided tour on Tuesday, 6/14 at 1 pm.

Anyone interested in attending should get a badge on the website www.licensingexpo.com then RSVP if interested in the tour – see info below. We will go over the show floor and new feature areas for 2012 including the new art area!

Here’s to your creative success!

– Tara Reed

P.S.  If you decide to go – be sure to check out the class on Wednesday, 6/15 – Brand Yourself for Success in Licensing with Paul Brent – I’ll be on the panel along with a few other artists.  Get all the details here:  http://university.licensingexpo.com/index.php/branding-for-success-in-art-licensing/ Just one of many great classes offered – if you attend these trade shows, take advantage of the educational opportunities!

Here’s the tour info…

Is it better to have a consistent, recognizable style or can you create a variety of art and still succeed in art licensing?

I have talked with a lot of coaching clients about this decision and we’ve talked about it on Ask Calls in the past as well.  While there is no right or wrong answer, I can give you my perspective and hopefully others can chime in in the comments and create a great discussion.

Personally, I believe there are many successful artists that develop and stick with a consistent style and there are those that have a bit more variety in their portfolio – where the average person wouldn’t recognize the art was created by the same person if put side by side.  In the end, you have to decide what seems right for you, your business and your goals as an artist but my goal with this post, is to help artists consciously decide, and not decide by default (like I did.)

Option 1: Create a recognizable style to build your brand

If your goal is to create that name-recognized brand – like  Mary Engelbreit, for example, you have to develop a strong, tight and recognizable style. People have to see it and know, “Mary Engelbreit”. Mary is known for her black and white checks, cherries, cute characters and use of quotes in her work. If she started painting landscapes, it would confuse the market.  (You can see her work at www.MaryEngelbreit.com and even register for a free hour-long interview I did with Mary as part of the Art Licensing Info Monthly Ask Call Series at www.MaryEngelbreit.com/askme/)

Paul Brent is another great example of an artist who built his brand with consistent, recognizable art.  His coastal watercolors put his art and name on the map and are the cornerstone of his brand.  As his brand has evolved, he too has moved into other mediums and themes but creates new coastal art year in and year out, because that is what the market expects of Paul Brent.  (Learn more about Paul Brent’s work at www.PaulBrent.com or register for a free hour-long interview I did with Paul as part of the Art Licensing Info Monthly Ask Call Series at www.AskPaulBrent.com)  Paul is an advocate of artists new to the art licensing market, to create a look that is unique and makes them stand out from all the other artists in the field – hopefully he will add his insights in the comments as well.

I believe that this way of working is vital if your goal is to eventually build a strong brand that is known by consumers as well as manufacturers in the industry.

Option 2: Build your portfolio with a variety of styles

Another way to go, and the way I went by chance and not by choice, is to do a variety of themes and styles. I don’t span the entire spectrum of art from pure realism to completely abstract, but there is enough variation that not even my sister always knows my work is mine.  Some of my work that is more whimsical than others and some leans a bit more traditional.  It happened by chance – I would try things and see what manufacturers liked.  It turns out that many of my best clients like the fact that all my art isn’t obviously from the same artist, that way they can use me more than an artist who has a tighter style.

However I believe it limits my ability to become a huge, consumer recognized brand.  I enjoy the freedom to play with a variety of styles, themes and techniques and the checks cash the same so I’m happy.

I like to bring these issues up so artists can make a choice and not choose by default – as I did while “playing to see what the market liked.”  My brand is becoming known within the industry – with manufacturers – but I don’t think I will ever have a Mary Engelbreit or Paul Bretn sized brand with the general public.

So it’s up to you to decide what will make you happy and keep your creative juices flowing!

I welcome your comments and opinions on this – do you agree or have anything to add?

– Tara Reed

P.S.  If you want to learn more about branding, Paul Brent did an excellent teleseminar “Brand Yourself for Success in Art Licensing” – be sure to check out the replay.  He knows his stuff!

In this task, the two teams were asked to create a 4 page promotional brochure for the Donald J Trump line of clothing at  Macy’s.  They would be graded on presentation, creativity, brand integration and more.

This is the perfect example of promoting a licensed brand.

Donald J Trump is the brand – why would someone buy his brand dress shirt, tie or cuff-link over another?  Because of what he represents and what the buyer – be it a wife or girlfriend or the man who will wear the clothing – will feel about them.  It’s the emotion and perhaps confidence a person feels when they put on a Donald J Trump shirt, tie or cuff-link that makes Macy’s pay the royalties.  My guess is there are other products that are of equal quality – it’s the NAME and the BRAND that will help sell-through.

During the task, the teams had to create a strategy based on the Trump brand. So the first thing they had to do was define the brand. Things that come to mind are wealth, power, entrepreneur, risk taker, business savvy. According to one group, and Donald Trump, sexual prowess is also part of his brand.

They then had to decide on visuals and copy that would show the products and represent the brand, creating a 4 page promotional piece for Macy’s executives to review.

I highly recommend you watch this episode – if you have on demand on your tv it’s episode 1008 or you can watch full episodes online(this one is available through 12/30/10) at http://www.nbc.com/the-apprentice/

Watch how the teams strategize and make decisions on everything from overall concepts to presentation.

Some food for thought …

• How do you define your brand?

• What lessons can you take from the show and use in creating your own promotional pieces?

• Are you consistent with your message in all areas – from web to print to in person?

Here’s to your creative success!

– Tara Reed

P.S.  Need more food for thought? Click on over and get the teleseminar replay by Paul Brent – How to Brand Yourself for Success in Art Licensing.

I remember commenting to him and others, “Just watch!  The Gate Crashers will get a reality TV show!”

Little did I know they were already filming and the TV crew from Bravo TV was following the whole thing!  Last night, on The Real Housewives of DC, the world got a glimpse of what happened and what has been happening since.  Personally, I’m still confused.  Looks to me like they were looking for their 15 minutes of fame and got more than they anticipated. No formal charges have been made, to my knowledge, but it doesn’t look like life is a picnic for this couple or anyone associated with them.  Not only can not being true to yourself hurt your own personal brand, but it can have a ripple effect to those in your circle.  For those reasons and more… think carefully about your branding and living strategies!

I think today is a great time to re-visit Paul Brent’s post,

Branding: The Tiger and the Gate Crashers – Blog post by Paul Brent

Licensing artists can learn that audacious acts need to be well planned and researched. Sometimes the risk is warranted other times it can backfire. In the early 90’s I was working with an individual who had a trained Florida panther and who was doing educational presentations with the panther to bring attention to their plight. I painted a portrait of the panther and arranged to have the panther appear in my booth at two trade shows. I did have to clear this with show management and the facilities management. The panther behaved and we were certainly recognized at those shows. Everyone in attendance knew there was a panther on the floor. If the panther had misbehaved the whole gamble could have misfired. Luckily the panther and trainer lived up to expectations and built my name recognition at a time when I needed something spectacular for people to remember me. So when planning an occurrence of this type be sure to think out all of the possible rewards and drawbacks before proceeding. I am not sure that the gate crashers were this astute.

Tiger Woods gives us another lesson in brand management. I have often said that you are your brand in art licensing. In Tiger’s case that extends into marriage partners, family and sexual partners. His brand was built to match his sport where family values predominate in a conservative, business leader demographic of fans. It is too bad he did not live up to his fabricated image and has damaged, possibly irreversibly, one of the greatest brands of all times.

While few licensing artists achieve the celebrity of Tiger, we all must insure that what we promote about ourselves rings true. I once knew a talented artist who painted what would sell but dismissed her work to people who know her, belittling her work and making negative comments about her customers who bought it. While I never heard of that getting back to her customers I think it could have been a potential time bomb for her career in art licensing.

It is far safer to stick with a truthful image of yourself and your art and not risk the pitfalls of negative press. Some of the most negative comments I hear about artists from manufacturers are late delivery, difficulty in contract negations and relentless control issues concerning quality and color. Developing a good working relationship and being reasonable, not a pushover, is going to serve a licensing artist well especially over the years as design directors and manufacturers licensing directors change jobs in the industry. We have many times made lasting friends with individuals who then bring us along as they change jobs and we certainly enjoy the referrals they give to others within the industry.

So just because you are not in the media’s eye, you, too, can learn from our newsworthy celebrities about how to achieve success in art licensing.

– Paul Brent, www.AskPaulBrent.com

Here’s to your branding success!

– Tara Reed

P.S.  Get a copy of Paul Brent’s teleseminar replay, Brand Yourself for Success in Art Licensing, today!  www.ArtLicensingInfo.com/branding.html

Last night, they broke their contract with me.

I realize that there had been some odd, evil things going on on Wisteria Lane and they were going to have to tie up the “who tried to strangle Julie” plot line at some point… but yikes!  I think they borrowed the writers from Dexter for that hour of darkness.  I didn’t like it – not one bit!  It was too far from what I have come to expect and if they keep it up, I’ll stop watching.

I had an inspiration while explaining the situation to a friend – there is a lesson in here for us!

Are you keeping your “contract” with your clients and end consumers?

In Paul Brent’s branding teleseminar he talks about building and being true to your brand.  Not building an expectation and then going off and creating in left field.  He should know, he’s built quite a brand!  To my way of seeing things, Desperate Housewives did just that – they went off into evil land and they better fix it, quick!  (In this loyal viewers humble opinion of course.)

Just a little food for thought I felt compelled to share… think about your art brand like a tv show and make sure your audience is getting what they expect.  THAT is the key to success!

– Tara Reed

Let’s just say I was pleased as punch!

So just WHY had I created a costume and flipped my hair out (burning my finger on the rarely used curling iron!) and dressed up like a cartoon?

Simple… Paul Brent told me to.

(Or, as I say in the video, he ‘double-dog-dared me’)

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I’ve been doing my homework he gave during the Branding teleseminar and know that others are as well.  As I prepare for SURTEX I figure it is a great time to step back and look at the big picture: my art, how I present it, what I will be saying and showing at the show… the timing couldn’t be more perfect!

If you, too, want to do a brand analysis, the “Brand Yourself for Success in Art Licensing” teleseminar replay is ready for anyone wanting to to spend the time and money to get big results!

Go to www.ArtLicensingInfo.com/branding.html … I double dog dare you!

Here’s to your creative, and well-branded success!

– Tara Reed a.k.a. “Art Licensing Girl”

Taglines were just a part of it but boy have we been having fun with it in the past two days!

On Facebook, Paul wrote:
I have been talking about tag lines recently. Currently mine is “America’s best known coastal artist” but I have been thinking about updating it. It could be aggressive “Art going coastal” or Biblical “Let there beach art” maybe short and straight forward “Bathroom art” . Requirements are it must be under six words and must have some mention of art, artist, painter, etc. included. Any ideas?

Some responses from the “peanut gallery” for him included:

• “Get Brent Out of Shape”
• “Brent’s Beautiful Beaches”
• “Brent’s Gone Coastal”
• “Paul Brent: Arts a Beach!”

• Skip the bathroom art — you are so much more than that! The original is still the best.

“I woke up at 4 a.m. this morning with tag line ideas running through my head and thinking about all I need to do to work on my brand. When I went to my computer to jot down my ideas, I saw your email–thanks so much for the lists to help focus on exactly what to do. I am so glad I took this seminar!”

Betty Laur

www.BettyLaur.com

“I’m amazed by not just the quality and quantity of the information; but also the genuine and friendly personality of Paul Brent. I’m fortunate to receive all this information in the early stages of my development; because I know it will give me the most solid launch possible!”

Brenda D. Baker

www.ArtAndIllumination.com

“Tara, it was powerful and I have been so busy. All my answers came like a tidal wave that night. All my answers were in pieces here and there. Right in front of my nose and did not see it. After that call in two hours of brain storming, I saw my style, subject, and created a logo and tag line. It just all fell into place. Great class and I’m looking forward to hearing the replay for things I might I missed. ”

Bruce Michael

www.SeasonalArtForLicensing.com