How George Clooney Made $1 Billion Using Trademarks?
Money from Thin Air?
If you think George Clooney's name is the reason for such a fantastic sale price, think again. Diageo could hire Mr. Clooney to advertise all their drinks, existing lines, and brands for much less than $1 billion. Instead, they paid him $1 billion to acquire the brand.
There was something more tangible than a famous name or face, and therein lies the lesson. The brand could only command such a price because they correctly protected it from the beginning.
Before a single bottle hit the shelf, before they made the announcement, they trademarked the name so no one else could take it. Then they built a product around their trademark and set about monetizing the brand.
Summary
Clooney and his partner's clever utilization of their brand and practical approach to monetization are fantastic lessons, and we thank them for it.
It is not a lesson about naming tequila but that your brand can have massive value if you take the proper steps to protect and build something around it.
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