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
Culturally relevant brands are rare and cut from different cloth than 99% of all existing brands. They become iconic because they are transcendent and deeply meaningful to people's lives. Many marketers mistakenly believe that these brands are simply highly emotive and experiential, but they actually go well … Read More
It's a fact: most retailers aren't picking up many licensed brands. Shelf space is at a premium and, with so many licensed brands in the marketplace, tough business decisions have to be made as to which properties will be given footage. And the winners are: high-profile properties … Read More
While it's true that design adds substantial value and equity to consumer product brands, I'm the first to admit that it all depends on how well-conceived and realized the design solution is for each brand. Not every one is a resounding success at retail, right? That leads … Read More
Maybe it's because we work with licensed entertainment properties and toy brands that were drawn to not only their unique brands, but the separate universes they create. Kids and adults find their imaginations fueled by characters with unique personalities and backstories. Ongoing storylines filled with colorful protagonists … Read More
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