Category Archives: Licensing strategy

Mitigating Risk – Brand Licensing

Some consider licensing out their brand very risky, while others would argue that licensing out their brand is a low-risk way to enter into a new category. Regardless of which way you feel, brand owners can help mitigate their risk by implementing …

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2017 Trade Shows - Tips and Tricks

I can’t believe there hasn't been a funny movie made about the trade show experience. You know you can relate! Every show I go to something crazy weird or funny happens to me. You can’t make this stuff up. No matter what show you're attending this …

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Donald Trump: How a Presidential Campaign Helps (and Maybe Hurts) a Licensed Brand

As election year 2016 rolls on, and Donald Trump the presidential candidate delivers a new surprise every day, it’s worth taking some time to consider Donald Trump the brand and the lessons his campaign offers us for brand management and licensing.

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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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4 Reasons Why Licensing Needs Digital Marketing

Five years ago many of our licensing clients (global CPG brands among them) weren’t even using digital marketing and social media to promote their own brands, and almost none of them were allowing licensees to promote their own products digitally. …

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3 Proven Ways to Save Your Brand from the Brink

FastCompany’s recent story “The Biggest Business Comebacks of the Past 20 Years” shared the stories of brands and companies that had returned from the brink to greater success than ever. From Lego to Old Spice, from Netflix to Bacon (yes, bacon), …

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Earned Social Media = Earned Consumer Trust

Brands are constantly seeking the loyal consumer. Not the one who buys occasionally, but the one who follows through on purchase intent, recommends the product to others, and does it all over and over again. It’s becoming a more elusive prize. CPG …

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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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