As the purpose and functionality of a licensing program style guide evolve to better serve both licensed brand owners and licensee partners, we see a shift in the questions we’re asked most often by our clients. Their questions shed light on the challenges they’re facing as the … Read More
Angry Birds are finally flying high in the real world thanks to the brand licensing partnership between Rovio and Capsule Skateboards. The collection includes seven different gnarly skate deck designs across five explorer boards and two cruiser boards, which are all inspired by the Angry Birds mobile … Read More
Brands need cultural relevance to survive and thrive. Relevant brands merge with specific consumers lifestyles, but the strongest brands inspire and create their own cultures. They're edgy in some way and they transcend boundaries. They are understood and embraced globally as long as they remain unique, authentic … Read More
Brand owners who become interested in licensing often ask the question: What kind of ROI can I expect if I invest in a style guide for my licensed brand? The answer lies in understanding the unique nature of licensing and the implications of merchandising consumer products across … Read More
Two of my favorite brands, Vans and Crayola, have come together yet again for what I refer to as a “perfect fit” colab. Twelve years after their first partnership, the brands are getting back together with the much bigger and more explosively-colorful Vans x Crayola Capsule Collection. … Read More
As a self-proclaimed Star Wars geek, I had been anxiously awaiting Disney+’s latest Star Wars live-action series, The Book of Boba Fett, since that feeling of sadness and emptiness washed over me after the incredible first season of The Mandalorian was over. The Book of Boba Fett debuted … Read More
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
Experiential marketing is a tactic used by brands to appeal to consumers' senses to engage them more meaningfully. Experiential branding goes much deeper. It's a powerful differentiator, generating excitement and pleasure for consumers that lead to stronger brand preferences, purchases and loyalty. Entertainment brands are experiential by their … Read More
It's always exciting and challenging to work with any new consumer product brand or entertainment property, but for the owners of these brands, the learning curve can be a steep one. The first focus has to be on creating a unique brand and building equity from scratch, … Read More
There's a lot at stake when prepping a brand for licensing. While it has the potential to become a valuable business opportunity for licensors and their partners, a licensing program should only be put in place when a brand is ready for it. Translation: the property has … Read More
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