Brand News You Can Use

The unpredictable nature of direct to retail licensing...A year ago Steve & Barry’s was on the cover of License Magazine as retailer of the year, a darling of mainstream business press; now brands who have hitched themselves to the "red hot" retailer are scratching their heads and wondering how they'll get out of this mess. More...

As families eat and entertain at home, the restaurant-inspired line of Wolfgang Puck All-Natural appetizers delivers the taste profile and gourmet quality consumers want. More...

Riding the wave of success that is the Rachel Ray brand, and going where other celebrity "chef's" fear to tread - Rachel Ray introduces "Nutrish" Dog Treats. More...

The licensing world is focused on consumer demands for green products - demands that aren't always consistent. A recent study confirms that the market for green products is in its earliest stages - a challenge and an opportunity for licensing. More...

Coco-Cola company takes another shot at the global RTD coffee market in a new joint venture with illycafé SpA. Coke plans to launch new products in Europe first, which is not surprising given the power of the illy brand in those markets and Pepsi’s commanding 90% market share in domestic sales. Will Coke finally manage to break through the Starbuck’s Doubleshot barrier? More...

From the early days of cooking shows with James Beard and Julia Child, to the contemporary world of celebrity-chef stardom, the kitchen is still a great place to cook up opportunities with consumers around the world. More...

Dead, orphaned, abandoned brands…whatever you choose to call them, some recent successes with similar brands like White Cloud and Nuprin have created an interesting niche market. More...

Some brands worry that licensing may cannibalize their own business. It's too early to tell if Jamba Juice's new partnership with Nestle will expand or limit the number of customers who walk in its stores. More...

In the latest example of corporate buy-outs of famous people, Martha Stewart has bought Emeril's name for $50 million. BAM indeed! More...

Is Martha Stewart’s appeal in licensing finally dying . . . or just beginning to grow? Read this analysis and see what you think. More...

When brands that kids love are licensed onto fresh produce and fruit, are they doing moms a favor or not?

Non-Profit brands offer unique value – and some unique challenges – in licensing. The American Red Cross is now being sued by Johnson & Johnson for violating a century-old agreement by launching a line of branded consumer products. For Red Cross licensees it may not matter who is right. More...

In a high-risk partnership for both partners, Vera Wang and Kohl’s have launched a line of “Simply Vera” apparel at prices that are low for Vera, high for Kohl’s. Will it help them both, or neither? The Wall Street Journal presents the case at: Wall Street Journal Online

The biggest licensing deal ever went unnoticed by the licensing industry. See Business Week’s report on how Sears borrowed almost $2 billion by licensing its three biggest brands to itself. More...

Everyone loves popular celebrities – and their licensed products – until they don’t. Don Imus was the latest example of how quickly a licensed brand can die. More...

Disney and Nickelodeon both recently licensed their brands for fruits and vegetables. Are they licensing core brand equities or buying health “credits”? You decide.

The Hard Part Follows After Big Retail Says 'Yes'
You may think your problems are over when Wal-Mart agrees to test your product, but your real work has only begun. Here’s one product-developer’s version of a story licensing professionals know too well: More...

What's in a name? A Discount -- Some Decor Lines Lost Luster
Successful licensing is not easy, and IMC Licensing has always recognized that real success among celebrity-licensed home furnishings is rare - which this article confirms. More...

Wal-Mart Trims Inventory in Bid to Cut Costs
The world's biggest retailer threatened licensing (and innovation) this quarter. Wal-Mart began a massive inventory reduction; a move that IMC Licensing believes will limit the capacity of manufacturers/licensees to launch new products. More...

Licensing Arrangements are Becoming a Popular Form of Marketing.
Getting branded food products noticed by consumers is becoming more difficult. At retail, competition for shelf space combined with the expansion of private label has challenged food processors to be more creative in how they brand and promote their products. One avenue food processors are exploring is entering into licensing arrangements to develop a point of differentiation and extend their brand into new markets. More...

Behind the Brand: The triumphs and tragedies.
IMC Licensing is always happy to read stories about other successful licensing efforts. This article describes how Evian water uses brand extentions to strengthen its brand. More...