When consumers make purchases in retail environments, they're usually making up their minds in as little 10 to 20 seconds – according to research conducted by consumer behavior experts. They also ignore up to 2/3 of competitive products in the process. These statistics show just how difficult … Read More
Successful packaging for consumer product and licensed brands not only fosters attention and an emotional buy response out of the gate but satisfies consumers' unconscious need to identify who they are by the brands they choose and to get "emotional validation" from them after they make a … Read More
Marketers and design experts have talked about the power of brand storytelling for a long time, including yours truly. As marketing guru Seth Godin put it: "Marketing is no longer about the stuff that you make, but about the stories you tell." Storytelling has the power to … Read More
Every character from the worlds of toy and entertainment has a story. Those that have engaging backstories and compelling, ongoing sagas create avid fans. The best of these brands transcend cultures and generations and have legions of fans around the world. So why isn't it easy to … 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
Ultimately, the only way to create real profit is to attract the emotional rather than the rational customer by appealing to their feelings and imagination. – Dr. Martyn Newman, London-based doctor, consulting psychologist and expert in emotional intelligence and leadership; author of Emotional Capitalists - The New … Read More
Sesame Street. Harry Potter. Mattel's Barbie. Disney's Cars and Toy Story franchises. Nickelodeon's Dora the Explorer. Lucasfilm's Star Wars. Evergreen brands have used licensing and transmedia entertainment in traditional and digital spheres to grow and to appeal to multiple generations, remaining relevant by offering new content that … Read More
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