During a recent trip to the fabric store, I was amazed at the amount of branded material that is available. Back in the day, you could only buy florals, gingham and generic patterns, but today fabric is liberally licensed. There are authorized versions of material featuring Girl Scout emblems, 4-H, Dr. Seuss, Disney characters including Mickey Mouse and princesses, Harry Potter and more.

Somewhere along the way, companies realized that they were better served by giving up some control of their characters and gaining revenue from direct licensing instead of the lose-lose scenario that resulted from the thriving knock-off market instead. Yes, Disney may cringe if executives saw some of the uses for its material, but in the end, the trade-off seemed to benefit them.

Social media has shifted some of the power away from the C-suite, and in a similar vein, so has branded fabrics. Companies today are wise to explore avenues to give their customers or clients more latitude in how they interact with the organization and embrace ways that your clients can make your brand their own.

About the Author leadership dots by dr. beth triplett

I'm the chief connector at leadership dots where I serve as "the string" for individuals and organizations. Like stringing pearls together to make a necklace, "being the string" is an intentional way of thinking and behaving – making linkages between things that otherwise appear random or unconnected – whether that be supervising a staff, completing a dissertation or advancing a project in the workplace. I share daily leadership dots on my blog to provide examples of “the string” in action. I use the string philosophy through coaching, consulting and teaching to help others build capacity in themselves and their organizations. I craft analogies and metaphors that help people comprehend complex topics and understand their role in the system. My favorite work involves helping those new to supervision or newly promoted supervisors build confidence and learn the skills necessary to effectively lead their team.

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