All posts by Stephen Reily

Private Label Means Growth – Even for Brands

Only a decade ago, it was not easy to use the terms “private label” and “brand” together. But private label now means store brands, and retailers are starting to manage them that way. According to our friends at the Private Label Manufacturers …

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New channel strategies: Sometimes disruptive innovation is a where, not a what

Our CEO, Carla Dearing, recently wrote about what makes an innovative product disruptive. Thanks to technology, we assumed for many years that innovation would always mean more bells and whistles. But it turns out (also thanks to technology) that …

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McDonalds and Starbucks: How Both Get Coffee Pricing Wrong (and Dunkin Doesn’t)

Kraft Foods recently entered into a license agreement with McDonald's to deliver McCafé Coffee to a supermarket near you. While there’s nothing wrong with McDonald's making or selling coffee, translating a brand into licensing requires the right …

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5 Top Licensing Trends for Restaurant Brands at Retail: Which Chains Should be in Supermarkets Now?

Licensing restaurant brands into supermarket products is nothing new.  Brands like Marie Callendar’s (in pies and frozen dinners), TGI Friday’s (in frozen appetizers) and Taco Bell (in chips and other Frito-Lay products) started filling grocery …

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Consumers Followed Their Noses: How Fragrance Ended Up Everywhere

Is there any product that doesn’t come in a scented version?  Today you can buy not just scented candles but scented air filters, scented kitty litter, scented trash bags, and scented paint. But that wasn’t always the case, and IMC has spent a lot …

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The Omni-Product Brand

For 15 years IMC has been helping the owners of global iconic brands find ways to grow through new products and partners.  And every company we’ve worked with has expressed the fear that any new licensed product or brand extension might hurt the …

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Why Google IS Your Brand’s Homepage – and Why That’s a Good Thing

When was the last time you carefully opened your web browser and typed in “www.___________.com”?  Most browsers now self-populate with suggestions of what you might be looking for, but if you’re like me, that convenience isn’t really the point.  The …

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Why Influencer Marketing? And How?

It is no longer possible to launch a successful product without engaging consumers as partners, and any brand that thinks otherwise is fooling itself. The old model of brand management (which told consumers what to think about a brand) and the old …

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CES Does Market To Boomers - It Just Didn't Know It

Maybe that is too much to expect of an industry that has spent the last 15 years filling just about every house and car in America with smartphones, flat-screen TVs, video game consoles, satellite radios, laptops, tablets and high-tech headphones. …

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Backing into Innovation: Capturing New Consumers for Hearing Aids

While I was at International CES earlier this month I had a chance to meet with leaders of the hearing aid business at Siemens, the #1 brand in hearing aids. I’ve written on our blog before about my fascination with this industry, and not just …

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