Building One-of-a-Kind Fan Culture for Entertainment Brands.

Marketers are discussing the merits of transmedia for brands these days as though it was something new. It isn’t. In fact, entertainment brands like Marvel and DC Comics have...More

Previous Issues:

Comments: 0

6 Licensed Packaging Scenarios to Avoid.

April, 2013

Consumer product and entertainment property owners, as well as their licensees, are sometimes disappointed by the sales of licensed consumer products. Even for strong properties, sales can fail to meet...More

Comments: 0

Tell the Brand Story in Seconds or Be Ignored.

March, 2013

When consumers make purchases in retail environments, they’re usually making up their minds in as little 10 to 20 seconds – according to research conducted by consumer behavior experts. They also ignore...More

Comments: 0

How To Standardize Packaging Without Killing Creativity.

February, 2013

A well-designed packaging program and a style guide to support its standardization are a necessity for every licensed property. It's truly the only way to ensure that...More

Comments: 0

No Advertising Budget? No Problem.

January, 2013

“Advertising is dead. Long live packaging”. That was the title of an article of mine that elicited lively discussion a few years ago. The premise is simple. Most advertising, traditional media or social media based, is increasingly...More

Comments: 0

Creating Licensed Property Blockbusters at Retail.

December, 2012

It’s no secret that some of the best-selling consumer products around the world are tied to favorite licensed properties. And it’s not a surprise that the hottest...More

Comments: 0

Why Can't Packaging Become Part of the Product?

November, 2012

There’s so much discussion about sustainability when it comes to packaging. How can we minimize the amount of packaging we use? How can we make more of it...More

Comments: 0

Great Package Design is a Core Brand Value.

October, 2012

I can cite plenty of examples of good package design. Good design helps to establish brands and sell consumer products. It adequately positions the brand identity, employs color, graphics and imagery...More

Comments: 0

The Ultimate Game Changer: Package Innovation

September, 2012

Just because “conventional” category packaging has always been in place, does it necessarily represent the best solution? This isn’t about developing unique structure, new...More

Comments: 0

Can a Great Retro Brand Make a Successful Leap to Licensing?

August, 2012

Classic brands can have an unfair advantage over emerging brands. They are instantly recognizable to many consumers, associated with pleasant memories...More

27 items. Show All | Page: 1 | 2 | 3