Category Archives: Licensing innovation

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 …

Read More

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 …

Read More

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 …

Read More

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 …

Read More

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 …

Read More

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 …

Read More

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 …

Read More

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 …

Read More

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 …

Read More

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 …

Read More