The Licensor Marketer: Beanstalk Group’s Michael Stone

Michael Stone is one of the oracles of branding and is the Chairman and founder of the Beanstalk Group, one of the world’s most storied licensing agencies who has helped build, through licensing, some of the world’s most storied brands ranging from Coca Cola to the Olsen twins. We discuss “customer entanglement” via licensing as well as segments from his new book: The Power of Licensing: Harnessing Brand Equity.

 

Interviewed by Mortimer Singer.