Category Archives: Strategy 2

Stories Beat Data: And Other Marketing Insights from Cannes Lions 2015

For all the lessons technology teaches us, did you ever feel like it also ignores some of the most important lessons about what motivates us – and how we might motivate others? I found myself asking that question more than ever after hearing over 20 …

Read More

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. …

Read More

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), …

Read More

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 …

Read More

Are you ready to buy a Chiquita-brand orange?

Chiquita Brands, a former IMC client, found itself in play this year, with competing offers from the Ireland-base Fyffes, the world’s oldest fruit brand, and a Brazilian partnership of Cutrale, one of South America’s largest citrus producers, and …

Read More

Best New Products and Product Launches for Moms 2013

5 Best New Products and Product Launches for Moms My friends at M2Moms recently invited me to emcee one day (focused on digital and social media) at their annual Marketing-to_Moms Conference.  They also asked me to share IMC’s thoughts about the …

Read More

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, …

Read More