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

Jul 22, 2024

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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