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6 licensed product packaging scenarios to avoid

6 Licensed Product Packaging Scenarios to Avoid

Owners of licensed brands, as well as their licensees, are sometimes disappointed by the sales of licensed consumer products. Even for strong properties, sales can fail to meet projections. Quite often, the problem lies in the fact that the property's packaging program is poorly designed and its … Read More

how great licensed products are created

How Great Licensed Products are Created

Licensed brands achieve greatness by design. Clear strategy, consistent brand management, implementable tactics, as well as stellar design make superstars among a sea of licensed properties that often fail to live up to expectations. Design is a crucial component of the marketing mix. It represents both art and … Read More