Restless consumers are hunting more than ever for products that deliver additional value. Co-branding a strong national brand with an equally-recognized licensed brand is one way in which to accomplish that. The goal: to pump up volume and to gain a competitive edge by attracting and retaining … Read More
Weve all seen this: a successful licensed property ends up on consumer products in every category. Sometimes the categories make sense, given the nature and attributes of the property; sometimes they dont. If they dont, this approach can do more harm than good. Extending a brand into … Read More
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