The year was 2009. And it marked the last time we developed an actual printed and die-cut licensing program style guide. This highly-immersive piece was created for Hasbro’s The Littlest Pet Shop lifestyle licensing program to announce the brand’s new “paw print” creative strategy, which we established … Read More
As the purpose and functionality of a licensing program style guide evolve to better serve both licensed brand owners and licensee partners, we see a shift in the questions we’re asked most often by our clients. Their questions shed light on the challenges they’re facing as the … Read More
Every licensed brand has its own unique set of attributes that resonate with its fans. Therefore, each should be treated uniquely in how it they are represented visually within the consumer product marketplace. Instead of employing the same templated approach to the development of design assets for … Read More
Although there are anniversary celebrations for licensed brands every year, there seems to be an exorbitant number of brands hitting major milestones of late. And many seem to be happening next year – enough to prompt Licensing International to refer to 2023 as the “Year of the … 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
Experiential marketing is a tactic used by brands to appeal to consumers' senses to engage them more meaningfully. Experiential branding goes much deeper. It's a powerful differentiator, generating excitement and pleasure for consumers that lead to stronger brand preferences, purchases and loyalty. Entertainment brands are experiential by their … 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
There's no denying the value of establishing standardization for a well-designed consumer product style guide. It's essential to maintaining the property's visual aesthetic across all consumer products in every category. Without guidelines for standardization, each licensee would be free to develop their licensed products as they choose, … Read More
When I first met Steve Kaplan, it was clear to me that the man had a deep passion and conviction for the WAL, the acronym for his brainchild, the World Armwrestling League. I've been a diehard sports fan all my life. Being a native Philadelphian, it's difficult … Read More
In a conversation I had recently with a prospective client, I was asked what the potential revenue generation would be if they were to invest a particular dollar amount on a licensing program style guide for their brand. Initially, I found this inquiry to be peculiar. But, … Read More
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