It has been said that consumers vote with their wallets. Their votes are now being cast for brands that engage and entertain; that create rich environments in which they can share experiences with like-minded fans. Entertainment properties are already in the forefront of engagement. The question is: … Read More
Not a single successful licensing program in the history of successful licensing programs has ever launched without exhaustive research first being conducted to clearly define its target audience. The key to success is having a deep understanding of a brand's market. And it's the only irrefutable way … Read More
The trend of entertainment and consumer product brands from the past reemerging and banking on their rich heritage in today's marketplace continues to gain momentum. And I'm not surprised. While there are a lot of reasons brand owners are reintroducing these classics instead of investing in the … 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
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