Over the course of the past year, many of our most avid BOLT! readers who are our clients in the licensing industry have asked us if we would address some very specific topics related to style guide and packaging program development in future issues. It's great to … Read More
About a year ago, I wrote an article about the downfall of the consumer product style guide as a highly-immersive, printed masterpiece that stopped us in our tracks and commanded our attention. In the glory days of the printed style guide, its purpose was to deliver brand … 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
Those of us who are veterans of the licensing business remember the days when every successful brand's style guide was a cleverly-conceived, highly-immersive printed masterpiece that stopped us in our tracks and commanded our attention. Envy-evoking and impossible to ignore, the purpose of these epic treasures was … Read More
There's a lot at stake when prepping a brand for licensing. While it has the potential to become a valuable business opportunity for licensors and their partners, a licensing program should only be put in place when a brand is ready for it. Translation: the property has … Read More
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