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
If you wanted, as a marketer, to create a unique brand story that would be avidly adopted by a group of consumers, how would you accomplish that? There is endless media – books, articles, blog posts, social media commentary and interviews – focused on the magic of … 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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