Post by Licensing International

In a business where brand names can seal the deal, paint suppliers are making inroads in collaborations and licensing. Many of the top paint companies, including Sherwin-Williams and Berkshire Hathaway’s Benjamin Moore, already have strong brand recognition and extensive networks of corporate-owned stores. Yet amid those well-known names is a growing effort to further burnish paint brands with unexpected partnerships. Additionally, newer paint companies are looking to partner with established IPs (and potentially go viral on social media) in order to connect with new consumers. “There’s volatility in the competitive environment and that absolutely is our opportunity,” Sherwin-Williams CEO Heidi Petz said. “You are going to hear us talk about this jump ball environment. And so, in this economy and in this competitive landscape, we are going to be extremely aggressive and make sure that we take more than our fair share of volume.”