successful licensed product packaging

Differentiate the Brand with a Clear System of Visual and Verbal Communication

Segmentation in Package Design: When and How to Do It

Although the simplification of package design has proliferated every retail category, as package designers, we still find ourselves engaged in an ongoing battle to eliminate visual clutter on-pack. Most brand owners know that, to effectively engage their target audiences, their packaging needs to adopt a clear system … 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

Licensed property over exposure

How To Avoid Licensed Property Overexposure

We’ve 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 don’t. If they don’t, this approach can do more harm than good. Extending a brand into … Read More