Tuesday, June 12

10:30am - 12:00pm

This presentation will address some of the primary questions and processes in the development of style guides:

  • Why are they needed? This will cover the primary benefits, how they create brand value and reasons to invest in style guides.
  • What should be included? This discusses the primary or common elements that make up style guides and how to determine the right content for a style guide.
  • How to make them unique? What are some of the processes and additional deliverables that help brands compete and function better in the current and future licensing world.

Other leading licensing executives will also add their points-of-view from the client and licensing agent’s perspective.

Partner/Creative Director
Frederick & Froberg Design Offices

D. Thomas Froberg is founding Partner and Creative Director at Frederick & Froberg Design Offices. He has been responsible for the development of identities, brand and style guides, marketing communications, web sites, product direction and packaging programs for major consumer product and entertainment brands including Discovery Channel, Universal Studios, CBS, Madison Square Garden, Mattel, TV Guide, Disney, Harley Davidson, Jeep, Ford, AMP, Maidenform and Penguin Young Readers.

Tom’s versatile design and illustration background has led to the company’s specialization in brand and style guide development for brand owners in licensing. His success is due to his key ability to combine contemporary culture, retail and fashion trends and the essence of a brand to create a seamless point-of-view for your brand and design extensions. His passion for business and product development allows him to effectively bridge marketing and design objectives.

Frederick & Froberg's creative experience with sports and event brands is extensive. The list includes MLB, NHL, NBA, NFL, NASCAR, USTA, ESPN and sports teams including Anaheim Ducks, Toronto Blue Jays, and Tampa Bay Rays to name a few.

The Brand Factor

Brad has nearly 20 years of licensing and brand development experience. Over the years, Brad has had the unique benefit of working in almost every aspect of licensing, including licensee (The Upper Deck Company, Hasbro Toys), licensor (Disney Consumer Products), licensing agent (The Roger Richman Agency, Brand Sense Partners) and intellectual property analyst (Alcone Marketing Group). Additionally, Brad has experience in a wide variety of licensed brand categories, including corporate brands, film, television, sports and celebrity.

Brad has experience working with many of America's most respected brands, including Pepsi-Cola, Anheuser-Busch, NASCAR, DaimlerChrysler, Disney, Star Wars, Major League Baseball, ESPN, X-Games, ABC Sports, Burger King, American Express Publishing, Clorox, Elizabeth Arden, Hamilton Beach and Warner Music.

Brad is currently the principal of The Brand Factor, Inc.; a Los Angeles based licensing consulting firm specializing in the development and execution of brand extenstion strategies for corporate, sports and entertainment brand owners. Founded in 2006, The Brand Factor clients have included American Express, Bad Boy Brands, the AVP Pro Beach Volleyball, Car Freshner Corporation, Buzz Aldrin, Kodak, Rhino Entertainment, Kitty Hawk Kites,, Global Icons and Brand Sense Partners to name a few.


Creative Properties

Steve Scebelo is a Principal at Creative Properties, a boutique merchandise licensing agency representing a diverse and growing roster of client brands including the Vatican, Peter Mars and plus-size supermodel Emme. Before joining Creative Properties, Steve was Senior Vice President, Cross-Platform Marketing at Gemstar-TV Guide, where he led the company's cross-platform ad sales marketing efforts and oversaw the TV Guide brand's consumer engagement and social media initiatives, including event sponsorships and word-of-mouth campaigns.

Additionally, he held the position of TV Guide's Senior Vice President of Merchandise Licensing, which he grew from a start-up business to a $50M program, and was nominated for the 2005 LIMA Excellence Award for the Best Corporate Brand License of the Year.

Steve’s 20+ years of licensing experience include directing the North American retail licensing program for The Coca-Cola Company, and extensive work in sports licensing via management positions at the NBA, The 1996 Atlanta Committee for the Olympic Games and Major League Baseball. His unique experience in the sports industry also includes a women's sports competency, having negotiated the primary basketball license and sponsorship agreement during the WNBA's inaugural season, and executing all sponsorship and marketing programs for the Philadelphia Independence Women's Professional Soccer franchise.