| Approach:
Visionary’s
focus was to forge a strategic licensing strategy around the
Carlos Santana brand image and work with current CSM key executives to
collectively
execute “brand guardianship” for the Carlos Santana Brand
initiatives for future growth and sustainability.
- Structured to brand
with multi-revenue base by creating a Strategic Licensing
Umbrella.
- Initially targeted
over 175 manufacturers for licensing opportunities-ongoing process.
Result:
Carlos by Carlos
Santana is very popular amongst the media lately because it has
been featured in MR magazine, Women’s Wear Daily and Hispanic magazine.
- Shoe license has
been named one of the top 10 shoe retailers in the US for 2004.
- Carlos Santana
Fragrance deal was signed with Victory and will be coming out in January
2006.
|
Carlos
Santana
Carlos
Santana Management (CSM) wanted Visionary to create a “brand
vision” for
the future that will become the foundation for current product
licenses, as well as future product extensions and licensing
relationships. Their roster
of licenses needed market identification to focus on category
opportunities.