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April 3, 2024
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Licensing is the Next Goldmine of Content Marketing & Branding

02 February, 2021

Intellectual Property (IP) is what makes brands, companies, and products what they are. Anything of value can be duplicated… every design, process, unique element, recipe, material, etc. could be broken down into information, picked up by someone else, and done again.

For this reason, the only value any company, organization, or entity has is its unique intellectual property that it can protect in a court of law.

With this in mind… why don’t we license everything we do? Why don’t we put our stamp on every piece of content we create?

We don’t because that would be WAY too much work.

You’d have to set up the patent, trademark, or copyright every time you did ANYTHING. Then you’d have to track its use to identify violators. Then you’d have to demand compensation.

This would be really hard… for a human.

For a semi-smart machine tracking information, it would be child’s play.

Now, imagine that the entire POINT of the NFT movement was to establish a system that could be used to enforce standard licensing law monitored by AI.

Every NFT could have a unique identifier that is easy to track and enforce anywhere it’s used.

Better yet, if you’re scared of your content powering an AI that you didn’t approve, you could easily restrict it.

How could the enforcement of licenses impact the way we do business? Let’s look at a company that has defined branding and licensing: Nike.

What if Nike Licensed EVERYTHING?

Let’s look at one of the biggest brands in the world, Nike.

Nike has thrived because of their ownership of the word “Nike” and the swoosh logo. No one in their right mind would attempt to use (or even mimic) those elements today. Even so, Nike currently only holds 250 trademarks, and they’ve been doing this for over 50 years AND have enough money for all the lawyers in the world to enforce their licenses.

They don’t have more licenses because, even for a billion-dollar company, that would be prohibitively expensive, and ultimately pointless when it comes to enforcement.

If there was an automated process that applied an NFT to each piece of content (whether that be a shoe design, photo during a photo shoot, product description, or commercial dialogue), then it wouldn’t make sense NOT TO license everything.

Nike would be able to create a whole universe of content with little fear of the competition stealing their style.

I think they’re already in the process of doing this. If you look at this link, you can see hundreds of pending applications. I’m particularly interested in the “.SWOOSH” concept, as I think it will be an AI-powered content machine for them (hopefully a version of what I’m calling an “Organizational Knowledge Interface“).

What If Every Piece of Content Was Licensed?

Why would you want to license every piece of content you create?

Unless you want unauthorized use of your content to power AI-products, you’re going to have to.

This is actually REALLY GOOD news. What it means is that you could potentially be paid for the use of your content AND the value of your brand will increase by orders of magnitude.

Every piece of intellectual property value will SKYROCKET. Brands and companies will have more tangible value than ever before.

What does your content do for you right now? It may have some SEO value (which will soon be eroded by search engine competitors) and maybe your audience appreciates it (only once though, when you send it in a newsletter or post it on social media).

By licensing that same information, you could potentially sell its use to an AI-engine. That may only be for a fraction of a cent per use, but guess what! That could add up FAST, especially because most people can’t and/or won’t create ANY content.

Better yet, the content that MOST PEOPLE will be creating soon will be entirely generated by AI, so PURE (People’s Unadulterated Real Expressions) content will be more valuable than ever.

Extreme Licensing: AI-You

Now let’s take this “licensing” opportunity to the greatest extreme… could an individual “license” themselves? Could you create an AI powered by your materials that could answer questions and create strategies and plans like you could?

Not just your physical attributes, but your opinions, knowledge, and behavior. With enough information, I believe you can build an AI that could accurately mimic yourself (soon).

While we are all beautiful, unique snowflakes, we’re also super lazy.

Imagine that you’ve written several books, you blog daily, and you’re active online commenting and posting on social media. Chances are that you repeat yourself constantly. The same opinions, reactions, phrases, poses in pictures, facial expressions, etc.

Combine GPT-4 with something like synthesia, and you could be consulting clients all over the world.

What would your AI-clone be able to do? We’ll explore that soon.