Beanstalk is growing its business yet again as it evolves to become a full-service brand extension agency.
|Nicole Desir, executive director, Blueprint|
Its newest venture, Blueprint–Powered by Beanstalk, is dedicated to advising companies on how to evolve their brands through innovative and commercially viable brand development and extension strategies. Blueprint's goal is to enable brand owners to understand their market options and plan successful licensing strategies.
Nicole Desir, who has been named executive director, will lead the newly formed division. A 12-year veteran of the agency, Desir will expand on her role as vice president of brand management by spearheading the global implementation of this division.
"At Beanstalk, we have a long history of helping brands license their names and grow beyond their original product offering. Blueprint leverages this expertise," says Desir. "Our new division now makes Beanstalk a one-stop shop for licensors–it's an enhancement."
According to Desir, Blueprint will be able to answer the "hard questions" that brand owners need to address: What do you have to do to prepare a brand for extension? Does your brand need a refresh? Does its message need refining? Does it need a new marketing program? What does a brand have to consider and prepare for when entering a crowded marketplace? Is the brand ready for a consumer product program?
Clients can now look to Blueprint to develop a brand-building road map to open doors to new markets, audiences and revenue streams. And, if clients then wish to execute on the recommendation, they can work with the broader Beanstalk team to activate and actualize the brand building plan.
"To be successful today, companies need to do more than just tread water, they need to continually disrupt the market or risk becoming irrelevant," says Desir. "Brand extension through licensing is a low-cost and low-risk strategy for innovative incubation and disruptive growth. By formally establishing Blueprint, we are responding to a market need for the unique perspective we are able to offer, based upon our reputation and expertise as brand extension strategists and activators."
"With an increasing amount of information instantly available to consumers about brands, companies must be smarter about how they reach and speak to consumers," says Allison Ames, president, Beanstalk. "Brand extension and development strategies need to be well planned to satisfy consumers' expectations. Building on our years of successful execution experience, Beanstalk's Blueprint is credibly and uniquely positioned to provide clients with our knowledge and insights."