licensing partnerships

header image for blog post about Pharrell Williams' Piece by Piece biopic

Pharrell Williams and Lego: A Perfect Fit?

Before writing this post, I read article after article on the new movie about Pharrell Williams’ life being told through the lens of the Lego brand in an attempt to truly understand the rationale for the partnership between the musician/producer and the toy industry’s construction toy giant. … Read More

how great licensed products are created

How Great Licensed Products are Created

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

Highly Experiential Licensing Programs Reap Success

Building a Property into a Licensed Powerhouse

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