Packaging for toy and entertainment brands, whether licensed or non-licensed, can't be successfully developed without first considering its context at retail. After all, it won't exist in a vacuum in the retail environment, so it shouldn't be designed in one either.
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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
The marketers of strong brands inevitably turn their attention to licensing. It's a natural progression of things. Usually, their focus is on building even more brand awareness, sales and profits. It might sound counterintuitive, but that shouldn't be their primary goal. Their thought processes should be on … 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
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
Consumers have changed completely in the past couple of decades. They're better informed than ever and research consumer product reviews online. They're not easily swayed by advertising which does lead to brand recognition but doesn't necessarily breed trust. They're more influenced by word of mouth. Due to … Read More
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