Oct. 21, 2009

Derek Lochbaum, director of trademark and licensing at University of North Carolina, answers questions about the licensing industry and his path to success.

Why/when did you decide to pursue a career in collegiate licensing?

After my solo album failed to go Platinum... No, honestly, like many in our industry, I sort of stumbled into licensing. My prior background was in sports marketing, event management, academic advising and tourism. While serving as the Director of Tourism for Lycoming County, PA - home to the Little League World Series - a position in licensing came available at my alma mater, Penn State. During graduate school and my early professional career in Atlanta, I had forged personal relationships with several Collegiate Licensing Company staff members. So, I was armed with just enough licensing knowledge to make myself dangerous. And, I believed my other experiences would transfer well to the industry. I am quite thankful Penn State gave me an opportunity.

In your mind, who in this industry can serve as a good role model?

Wow, this is Oscar-like pressure and I'm sure I will forget to mention a few. We have a lot of talented people in our industry. I have sought counsel from many of them, like Mike Low (Notre Dame), Linda Gilbert (Missouri), Craig Westemeier (Texas), Maureen Reidel (Penn State), Rick Van Brimmer (Ohio State), Shane Hinckley (Texas A&M), Dale Arens (Iowa) and Kyle Winters (University of Toronto). There are other licensing directors, licensees and agency staffers, too numerous to list, that I respect greatly. Unfortunately, the orchestra is playing me off the stage, now.

How has your involvement with ICLA influenced your career?

My involvement in ICLA has had a tremendous influence on my licensing career. Through ICLA, I am able to keep up to date with the issues and events shaping our industry. I can't recall the last work day where I haven't been in communication with several ICLA members. The resources that our members provide are limitless. The people I meet and the knowledge they share all play a part in the success of my licensing program.

What educational or business experiences best prepared you for a career in licensing?

I was fortunate that the late, Gary Kudelmeier (Iowa and Georgia State) saw fit to offer a recent college graduate, who had never stepped foot on a wrestling mat, a graduate assistantship with his program. During graduate school at Georgia State, I had the opportunity to meet and learn from some of the best in Atlanta sports community. Those experiences led to new skills and new opportunities in the industry. I never forget that "simple" tasks, like carrying wrestling mats up three flights of stairs, led me down a path to the current profession I enjoy today.

What is the best piece of advice you have ever received?

From a business perspective, an industry veteran once told me that you must remember to "manage the situation." Gather as much information as your timeline allows and make an informed decision from the best options before you. Its genius is in its simplicity.

What advice would you give to someone looking to enter the field of collegiate licensing?

There is no clear path to the licensing industry. However, in every experience you learn, meet new people and are evaluated. Therefore, volunteer, network, expand your skill set and do your current job well. You never know where today's task will lead.

What challenges do you face when working with students or vendors?

It always comes back to communication and education. Admittedly, I owned merchandise when I was a student that would probably make me cringe today. But, at the time, trademark infringement never crossed my mind. So, with students, the role of educator must accompany our "logo cop" duties. I have had the opportunity to work in licensing at two great universities, PSU and UNC. Both have strong brands but, their brands are distinctly different. I can only assume the nuances between the many institutions frustrate some of our licensing partners. There is no one answer, there are hundreds. However, it's critical that each institution make decisions in the best interest of their own program. So, the better you are able to communicate your expectations and your goals to your licensing partners, the better they will be able to market your brand.

In your opinion, where is collegiate licensing headed in the future?

It's been a tough year for many in our industry. However, it has provided an opportunity to step back and assess how we all do business. From an institution perspective, I believe we will continue to see fewer licensees with stronger university partnerships. Our research into categories, channels and consumers will lead to a more focused, university specific, licensing program. And, as the corporate responsibility and sustainability worlds merge, licensing directors will need to take a more active role. At our core, we are brand managers. Therefore, we must be able to determine those partners that have the capacity and willingness to meet our expectations.

What are you most looking forward to at the upcoming Winter Symposium in Orlando and the upcoming Convention in Anaheim?

I have had the opportunity to talk with those organizing both events. So, I am quite confident the sessions will provide a great learning experience. But, I am also looking forward to reconnecting with colleagues, establishing new relationships and exchanging ideas that will improve upon our programs.