Wielding the Power of Superheroes in Licensing.

Superheroes. We grew up with them and we need them. There’s nothing like the good guy overcoming great odds and vanquishing the bad guys for pure escapism and fun...More

Previous Issues:

Comments: 0

Leveraging Children’s Emotional Triggers in Licensed Products.

January, 2012

Marketers know how to trigger children’s emotions; how to trip the “have to have it” switch on. One of the best, often-sought ways to endear brands to children is the use of licensed characters on kids’...More

Comments: 0

Breaking the Mold with New Packaging.

December, 2011

Who said that cereal has to come in paperboard boxes with a billboard front? Malt-O-Meal doesn’t think so. That’s why its cold cereal line nixes boxes and is packaged in plastic bags instead. Is it any less attractive to the eye than conventional...More

Comments: 0

How Great Licensed Products are Created.

November, 2011

Licensed brands achieve greatness by design. Clear strategy, consistent brand management, implementable tactics, as well as stellar design that fully leverage these brands make superstars among a sea of licensed properties that often fail to...More

Comments: 0

Getting Through to the “Zombie Consumer”.

October, 2011

What should brand managers do when consumers are jaded about brands? It’s a fair question. Consumers are more worried about getting out of debt than engaging in consumption other than necessities and a few small “luxuries” these days...More

Comments: 0

Smart Packaging: A Whole New Level of Engagement

September, 2011

Packaging is rapidly evolving. Technology advances enable greater engagement between package (brand) and customer. Sounds good, but why should consumer product...More

Comments: 0

The Pain & Perils of Brand Licensing Today

August, 2011

It’s hard to believe. In the past, solid brand management carried licensed brands for kids, sports and entertainment to fame and fortune. Unfortunately, given the complexities of today’s customer base...More

Comments: 0

Package Color: The Ultimate Consumer Persuader

July, 2011

Packaging is the most tangible representation of a brand. Consumers can touch it, pick it up, read its brand communication, and determine whether they wish to purchase the product...More

Comments: 0

Ownable Creative Strategies for Licensed Properties

June, 2011

Licensed lifestyle properties are exciting to work with. Kids’ brands, entertainment and sports brands geared to a range of demographics truly represent lifestyle choices. They also present unique...More

Comments: 0

Marketing to Kids While Partnering with Parents

May, 2011

Marketers all know about “pester power” and the increasing influence kids have over family purchase decisions in almost every category. To the tune of $500 billion dollars, according to statistics...More

12 items. Show All | Page: 1 | 2