All posts by IMC Licensing

It's Cool To Be Healthy: How Marketing Saved Wellness’ Business Model

Is cheesecake the new tobacco?  That’s a question asked that has highlighted both good news –the New York Times last week, Americans Are Finally Eating Less -- and bad news – that the Cheesecake Factory has a single entrée that is 2370 calories.

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Cracking the Code: The Four Key Elements of Influencer Marketing

"We did Facebook and Twitter in 2014 but don't have anything in the budget for that this year."  That from an experienced, forty-something VP of Marketing of a major privately owned home decor brand. Ugh! Brands know they need to build their social …

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4 Tips for Creating a Team of Agencies

You’re finally here: you have invested the time and creative energy into creating a great new product or service. But the success of your latest and greatest comes down to whether you can engage people effectively and there isn’t a one-size fits all …

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Four Things Great Partners Do

Batman and Robin. Brin and Page.  Ben & Jerry.  Some business partnerships are so great that they appear to happen by magic and succeed effortlessly. However, being a great partner in business takes a good deal of planning and hard work. We here at …

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Rethinking the 4 P's for a Digital World

Since Jerome McCarthy laid out the Four P’s in 1962, we've been able to take for granted that a successful marketing strategy can be built on four elements: Product, Price, Place, and Promotion; it’s a formula that has stood the test of time and the …

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Lowe's OSHbot: The Robot Holiday Sales Associate

When Orchard Supply Warehouse, a California based home improvement and gardening retailer, was purchased by Lowe’s last year, its employees probably expected the changes that typically come with new ownership. What they probably didn't expect was to …

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4 Keys to a Knockout Private Label Program

Gil Phillips, Vice President of Corporate Brands at Kroger told the Cincinnati Enquirer about their house brand strategy, “We’re not offering knock-off versions. We want to be a knockout.” In the past 10 years, while our economy has struggled to …

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The rise of consumer as chief storyteller – and brands’ new supporting role

The beginning of the end of storytelling, announced David’s Berkowitz’ piece in Ad Age last week. The end of storytelling? The end of stories? Impossible. Isn’t storytelling is the most important thing we marketers do? I clicked through to the …

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Retail development isn't just about getting into Walmart

Every business that has ever developed a product dreams of getting on shelf at a Walmart or Home Depot. Big box retailers offer a lot of benefits including massive distribution and access to millions of consumers. But with the tough economic …

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From Budget Friendly to Premium: Will Consumers Buy Into a Premium Priced McCafe?

I have something I have to get off my chest. I don’t drink coffee. There I said it. I don’t know why I don’t like coffee, but I don’t. Just about every friend and co-worker I’ve ever had has unsuccessfully tried to get me to like coffee. With that …

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