Licensed products always get into trouble if they're not performing well. Even more so now, as retailers have become more discerning with regard to the brands they'll purchase for their store shelves. This got me thinking about more than the design development work we do for our toy … Read More
Licensed brands achieve greatness by design. Clear strategy, consistent brand management, implementable tactics, as well as stellar design make superstars among a sea of licensed properties that often fail to live up to expectations. Design is a crucial component of the marketing mix. It represents both art and … Read More
It's always exciting and challenging to work with any new consumer product brand or entertainment property, but for the owners of these brands, the learning curve can be a steep one. The first focus has to be on creating a unique brand and building equity from scratch, … Read More
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
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
It's an American thing. We're attracted to individuals who swim against the cultural tide. Artists. Rebels. Challengers of mainstream groupthink. Heroes, real and virtual, who accomplish amazing feats against overwhelming odds. They are all the purveyors of unconventional viewpoints, lifestyles and philosophies, forming subcultures within society. They … Read More
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