The Clean Boot Blog
During the COVID-19 Global pandemic, there have been many short comings with regards to the supply and distribution of essential PPE (Personal Protective Equipment) for frontline workers and the general public. Supply Chains have seen dramatic shortages caused by misinformation, panic buying and stockpiling.
Essential PPE determined by the WHO (World Health Organization) is outlined as the following:
Rational Use of Personal Protective Equipment (PPE) for Coronavirus Disease (COVID-19) Interim guidance 19 March 2020 World Health Organization
https://apps.who.int/iris/bitstream/handle/10665/331498/WHO-2019-nCoV-IPCPPE_use-2020.2-eng.pdf
- Medical Gowns
- Gloves
- Eye Protection (Face Shield or Goggles)
- Respirator N95 or FFP2 standard, or equivalent
The Coronavirus has the ability to live on surfaces for up to 5 days experts have discovered. This includes but is not limited to, shopping carts, door handles, cardboard boxes, plastic items etc.
Scientists and experts have now stated that shoes/ boots are hot spots for the spread of Ā bacteria and germs.
āInfectious disease specialist Mary E. Schmidt warns that the coronavirus could survive on rubber, leather and PVC-based soles for five days or more.ā https://drmaryeschmidt.com/
Although the risk is lower for foot contamination and spread to the facial area, if shoes/ boots are worn in high traffic areas (Grocery Stores, Transit, Malls, workplaces etc) the risk increases and has the potential to spread the virus.
However, whether you wear sneakers or work boots, itās important to pay attention to the sole. The sole of shoes and boots are the breeding ground of more bacteria,and viruses than the upper part of a shoe.
The soles of shoes/ boots are typically made of non-porous materials, such as rubber, leather and PVC, and can carry high levels of bacteria, according to a study published byĀ Charles Gerba, a microbiologist and professor at the University of Arizona.
So what is the solutions for footwear PPE?
Most of the PPE being used by the general public and frontline health care workers is disposable. Contributing heavily to our landfills, rivers lakes and oceans. Paper and Plastic disposable PPE is great for minimizing the spread of infections viruses and diseases. But not great for the environment or the pocketbook.
But is there another way?
Already manufactures and consumers that own 3D printers have developed reusable face shields and N95 Respirator Masks, to give frontline workers and the general public an alternative to the disposable versions that are in short supply and high demand. Ā Ā https://abcnews.go.com/Politics/military-3d-printing-face-shields-reusable-n95-masks/story?id=70001755
What does this look like for footwear?
Currently, the use of paper and plastic disposable booties is pervasive in the healthcare industry, general public and contracting. But there has to be a better option. A product that can be washed to kill the COVID-19 virus. A product that is reusable that doesnāt contribute to single use plastic entering our rivers, lakes and oceans. Lastly, it needs to be more economical for the end-user, rather than continually spending money on disposable products.
The answer to all these requirements is The Original CleanBootĀ®. A Washable, Reusable, 100% Neoprene overshoe with a rippled sole for extra grip on finished flooring!!
The Original CleanBootĀ® can be worn everyday with a life span of approximately 3-6 months, daily use.
So for frontline workers that are concerned about bringing COVID-19 home on the soles of their shoes/ boots, The Original CleanBootĀ® can be worn in the car, taken into the home and washed frequently to minimize the risk and exposure to family and loved ones.
For contractors and homeowners, The Original CleanBootĀ® is a great solution to, āKeep the outside out, and the inside clean.ā Minimizing the chances of bringing the Coronavirus into a home on the sole of their shoes/ boots.
So, when Health Care & Government officials eventually announce the expansion of Essential PPE to include footwear protection, remember The Original CleanBootĀ® is an alternative that can avoid the shortages that will be experienced in the disposable bootie market and provide an excellent alternative to protect you, the environment and your budget.
Ā The Original CleanBootĀ® can be purchased online in Canada, US, Australia, UK and Europe.
Or contact us at admin@thecleanboot.com to see if there is a local distributor.
Brand licensing is an important tool that enables corporate brand owners to expand their product into new categories and regions. In addition to generating consistent streams of passive income, licensors can also fortify brand values and reach out to new consumers. However, establishing a foolproof corporate licensing program isnāt as easy as it may sound. It takes a great deal of planning and continuous efforts to set up a program that can ensure long-term benefits.
So how does a brand owner get to work on issuing licenses to third parties in an organized and diligent manner that reduces risk and optimizes the returns?
How to Get Started?
As a brand owner, itās your responsibility to first evaluate whether and to what extent your brand is capable of being licensed. Is your trademark linked with positive impressions? Also, assess whether or not your brand has a strong emotional connection with customerās needs.
Keep in mind, the decision to license your brand mainly depends on brand awareness. In addition to brand awareness, licensed products must reflect ongoing market trends and possess a unique selling proposition.
When considering these elements, you must use resources to conduct qualitative and quantitative market research that should measure the brandās ability to penetrate the anticipated markets for each category and region.
Apart from that, the brand owner should also take market dynamics and customer feedback into account before developing a brand licensing program. Your established program must be fully supported by top management and concurrently approved by your marketing team. Also, make sure to take your sales, finance and legal departments into consideration, in order to establish support in the respective departments.
Plan
To establish a firm foundation for your brandās licensing program, you should invest some time in reviewing the trademarkās history, brand features and emotional associations of the brand. From that point, a comprehensive evaluation process should be initiated to develop a strategic brand licensing plan.
The strategic licensing program should embrace proposed categories and regions based on their capacity to strengthen the brand and fulfill strategic brand goals and objectives.
Apart from these basic things, the strategic licensing plan must include price positioning, suitable channels of distribution, target customer demographics, inventory, and marketing prerequisites.
Instead of developing a static document, try to build a dynamic process that is revaluated and improved on a regular basis to evolve and adapt to the varying market conditions and customer demands.
Implementation
Once you have established a long-term licensing plan, now itās time for implementation. This step involves organizing internal and external organizational resources devoted to licensing sales, licensee and the retailing channel.
Every legal, financial as well as administrative issue should be addressed including royalties and audits. It must also resolve and develop the relevant tools and materials needed to make your plan a success. These tools include style guide, formal agreement, sales material, and a welcome kit.
Why Itās Important to License Your Brand?
- It generates passive income for the brand owner;
- It reduces risk and helps the brand to enter new territories;
- It creates new business opportunities;
- It provides self-employment opportunities;
- It encourages a unique marketing approach.
Conclusion
The pros and cons associated with brand licensing can only be managed when thereās a solid agreement between both parties. The licensing contract should be drafted by an expert in intellectual property or be a trademark licensing lawyer who is capable of effectively outlining all the relevant elements in the agreement.
All in all, brand licensing is competitive and should be considered if your brand is ready to reach new heights of success.
