Dr. Beckett addresses criticisms, shares insights, and provides historical context on the licensing and market dynamics of major card companies like Topps and Fleer, contrasted with the Star Company. Using a provocative analogy, he illustrates the ongoing debates and the importance of brand value over licensing status and robust distribution.

 

01:08 Branding vs. Licensing: The Importance of Brand Value

03:51 The Fleer Era: Basketball Cards and Licensing Challenges

06:47 Licensing Complexities: Comparing Star and Major Card Companies

10:08 Marketing and Distribution: The Star Company’s Shortcomings

11:03 Licensing Insights: Personal Experiences and Industry Standards

15:35 Ten Reasons Why the Jordan 101 is an XRC, Not an RC