It may not be appropriate for all licensed brands, but there's no denying the desire that can be generated among fans of certain entertainment properties when licensed apparel is designed with a discreet, subtle approach. I'm not just talking about products designed with a limited color palette … Read More
In a conversation I had recently with a prospective client, I was asked what the potential revenue generation would be if they were to invest a particular dollar amount on a licensing program style guide for their brand. Initially, I found this inquiry to be peculiar. But, … Read More
It has been said that consumers vote with their wallets. Their votes are now being cast for brands that engage and entertain; that create rich environments in which they can share experiences with like-minded fans. Entertainment properties are already in the forefront of engagement. The question is: … Read More
We've been developing style guides for licensed entertainment brands for the last 20 years. During that time, we've generated more than 10,000 pieces of original art for countless licensing programs representing just about every entertainment genre, with licensed consumer products appearing in almost every retail category. Thousands … Read More
All successful licensed brands in the marketplace benefit from catch phrases so closely associated with their content and characters that they elicit immediate recognition and a powerful emotional connection with fans. Although this association can sometimes happen serendipitously, more often than not, these phrases are carefully crafted … Read More
When I was 12 years old, the rock band, KISS, released their Destroyer album. One of my cousins brought it over to my house and let me listen to it. I had no idea who KISS was at the time, so I hadn't heard any of their … Read More
I'm angry. And, you should be, too. Why? Because we could have purchased a Rage Rider, the world's first rage-powered scooter, if Rovio had actually worked with a licensee to produce it instead of just making 100 of them for influencers, streamers and YouTubers. I guess were … Read More
The best licensed brands aren't looking for just any opportunity. They're looking for the right ones. Some licensed brand owners rush into relationships with consumer product brands without making sure that they're truly great fits, which is why some partnerships are highly successful and others fail miserably. … Read More
Weve all seen this: a successful licensed property ends up on consumer products in every category. Sometimes the categories make sense, given the nature and attributes of the property; sometimes they dont. If they dont, this approach can do more harm than good. Extending a brand into … Read More
Brand devotees. Brand loyalists. Brand evangelists. That's what we are. How do we as consumers go from the willingness to give a brand a try, to connecting with a brand in such a powerful way that we identify it as an integral part of our lifestyle? This … Read More
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