I place a very high value on the discussions I have with my clients about the issues they're struggling with as they develop packaging for their products. Whether they're with a brand owner or licensee, these conversations help to identify which challenges are most common. And, as … 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
In a retail landscape filled with traditional consumer product brands turned licensed brands, it's virtually impossible for consumers to tell the difference between core products and licensed products bearing the same brand name. Quite often, licensed products appear to be extensions of a brand's core product line. … 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
In marketing circles, we focus on brand building by effectively reaching customers, and getting their endorsement. The business intelligentsia has been preaching about the need to connect with customers on both intellectual and emotional levels for many years. Most of us would readily agree with this idea. … Read More
Nixon is a premium accessories brand for the youth lifestyle market that, until very recently, wasn't on my radar at all. The brand was founded in 1998 in Encinitas, California, with a small line of watches that were sold exclusively through specialty boardsport and fashion retailers. They're … Read More
As the principal of my own design agency for almost 30 years, my belief that creativity is an absolute necessity for problem solving in our new business environment is deeply ingrained. Clearly, given the marketplace that has emerged since the downturn in our global economy, the same … Read More
In my last post, I discussed how the role of the pencil sketch has changed dramatically with the adoption of digital technology as the industry-wide standard approach to articulating design solutions. However, those of us who favor pencil and paper over paths and pixels during the conceptualization … Read More
Long, long ago, before digital technology began to infiltrate the world of design, promising to simplify the more laborious tasks associated with the discipline, the ability to articulate design solutions merely using pencil and paper was a prerequisite.
Whether taking the form of rough thumbnails generated during a … Read More
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