How Authentic Brands Group Uses Storytelling to Manage Celebrity Estates and Drive Licensing
By
Cynthia Littleton
A respectable bake. You'd come back tomorrow for another.
Summary
Authentic Brands Group, which manages celebrity estates including Marilyn Monroe, Elvis Presley, and Muhammad Ali, leverages storytelling across a global content marketplace to create TV shows, movies, documentaries, and games. Chairman Jamie Salter emphasizes that strong narratives about legendary lives not only produce compelling content but also drive licensing and merchandising opportunities. The article highlights how Monroe's centennial served as a key moment to re-examine her life and legacy through this strategic storytelling approach.
Key quotes
· 3 pulledAuthentic has never viewed itself as just a licensing company; we are storytellers who burnish the legends of the icons we represent.
The emergence of a global content marketplace has greatly expanded opportunity to create TV shows, movies, documentaries, games and more for those who control the life rights of legends.
Strong storytelling about a legendary life also energizes all manner of licensing and merchandising programs.
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