All posts by IMC Licensing

Disruptive Innovation: Products That More People Want

Less is more.  So the theory goes with “disruptive innovation.” A new product is disruptive innovation if it has something special you want – think the portability of a disposable camera – in place of a lot more features in the product people had …

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5 More Ways to Evaluate a Potential Licensee

Licensing a company to expand your trademark into other product categories can be rewarding to your bottom line and strengthen your brand by adding millions of impressions in the marketplace. In the words of management guru, Peter Drucker, “All …

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5 Ways to Evaluate a Company as a Potential Licensee

In the wise words of Dr. Seuss, “Step with care and great tact. And remember that Life's a Great Balancing Act.” Finding that balance in licensing partnerships does take a great amount of care and tact, but with the right plan you can move mountains …

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Lean In to Cause Marketing?

When it comes to business, the talented male professional is perceived as “boss” while the talented woman professional in the same situation is “bossy.” This is the message of P&G’s new commercial for Pantene that first played in the Philippines a …

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Influencer Marketing: It's about Trust

I recently read an article on The Huffington Post about how 2014 is the “Year of the Brand Influencer.” The article explained how content is trusted by consumers more than ads – “with retail sites, brand sites, and blogs being the three most …

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Private Equity and Licensing Don't Mix

What do Polaroid®, Halston® and Miss America Properties® have in common, other than being brands you bought or followed some time in the past but haven’t seen much of lately? All three have been purchased over the past several years by a private …

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More than Just a Hill of Beans

Kraft Foods recent announcement of its intent to test market McCafe packaged coffee adds a deep, new wrinkle to the already interesting coffee wars being waged in grocery aisles. If you think it doesn't have big implications and bigger stakes, just …

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Taming the Beast of Digital Media

Remember at the end of the movie The Sandlot when Benny hops the fence to save Small’s signed Babe Ruth baseball from “The Beast?” The legend was that no one who ever went over the fence was ever seen again. The kids’ fear of “The Beast” resulted in …

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Keeping Your Options Open in Licensing

Licensors with iconic brands often have to make tough choices about extending their brands in new markets through licensing versus keeping the flexibility to enter market categories and offer products that are competitive with a licensee’s offering. …

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Spaghetti On the Wall Doesn't Stick: Why Strategy is Important - Part II

In the last post, I talked about the importance of having a licensing strategy before beginning to search for partners.  In this post, I'll help you appreciate just how big a role that strategy plays in your solicitation effort.  Without a strategy, …

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