Peter recently became head of Gen One Ventures after a distinguished career with companies like Samsung, Circuit City and ViewSonic. There he who works directly for GE Trademark & Licensing providing lead support for global sales, business development, marketing and advertising. Peter joined Bill Jachthuber and Pete Canalichio on their radio show BrandMoney yesterday.

According to Peter, “Brand density and its market amplication has been all but forgotten by marketers. Too many brand license deals wind up post in the ‘museum of failed products, failed brand intentions.’ Too many brand license deals are attempts to garner profitable pennies, not muscle up the juxtaposed proudct value, the true pioneering extension of competitive advantage.

Peter went on to answer the following questions:

• Why do brands license?
• Are the rules for brand performance and expectations different in a brand licensing deal?
• How do you define a brand? How do you define a licensed brand differently?
• What are some of the contractual asks a potential licensee should include to protect the opportunity?
• Why would a manufacturer contract for a brand licensee as opposed to building their own brand?