Category archive: Licensing

Making Sure Your Brand Extension Makes Sense!

When licensing out or extending your brand into ancillary categories, it is critical that you stay true to your brand essence and don’t just license the brand for the sake of driving revenue.  Not only do you risk creating consumer confusion and mistrust, but you risk serious brand dilution.            …

Celebrity Promotions – Hot or Not?

Paula Deen is, sadly, just another example of a celebrity gone astray.  But what do you do when your brand is tied to said celebrity?             I am sure that all of you have been bombarded with the news about celebrity chef, Paula Deen’s, admission to making racist remarks.  To…

What I Love About Licensing Show

Though only held for three days during the year, what happens at Licensing Show can impact your entire merchandising program…   Anyone that knows me will tell you that I am crazy for Licensing Show. The excitement when you arrive on the expo floor, the lights and sounds emitted by the major studio booths, the…

Who is to Blame in the J.C. Penney vs. Macy’s Battle Over the Martha Stewart Brand?

Sometimes, licensing deals don’t work out exactly the way you want them to.  But who is really to blame?                       I’m sure you’ve all been reading the news about Martha Stewart trying to circumvent her exclusive deal with Macy’s to do a different deal with…

Are You Measuring the Right Things?

Very often in this digital age, people are most concerned with “Likes” or clicks but I would posit that those are not the most critical KPIs.             When I worked at Avon Products, managing their toy business, we were constantly monitoring our KPIs. We monitored “Product Revenue on Introduction,” “Revenue…

Six Ways to Identify Great Potential Licensing Partners

There are so many manufacturers and service providers out there.  When creating a third party branded program, how do you know upon whom you should call?             Based on almost a decade of identifying licensing partners and manufacturers, here are six time-tested ways to find potential partners: Trade shows:  Walk…

What Do You Want to Learn?

The field of digital marketing is broad and ever-evolving.  With new app, tools and vendors launching on an on-going basis, it’s hard to do your job and keep up with everything that is available to you.  And with so many areas upon which to focus, it’s hard to even get started…        …

Menu