Category archive: Marketing

What’s the Point of Entertainment???

Two weeks (and thirty years) ago, on October 21, 2015, Marty McFly and Doc Brown made history by changing the future. Marketers celebrated the special date via a number of fun stunts including limited edition product and fictional news vehicles. As the classic film was being honored, I started to think about how entertainment impacts…

Are Adults Going Crazy For Their Favorite Childhood Brands?

Most people in the licensing or promotions business will concur that there isn’t much out there that is truly “new” these days.  Everything is either a rehash or a sequel.  And while something truly different, like Frozen, may reap tremendous rewards, a brand from our youth might be just what the doctor ordered…    …

Should Brands Take a Stand?

During the last few weeks, there has been a lot of big news in the world. A mass shooting in Charleston, a ruling in favor of marriage equality and the upholding of Obamacare. As we read through our trade newsletters, we were struck by how many brands showed support or dissent for the current events…

How Will I Know What to Watch???

This week, I binge watched Ellie Kemper in the uber-enjoyable Netflix series, Unbreakable Kimmy Schmidt.  After that, I indulged in Jane Fonda and Lily Tomlin in the first few episodes of Grace and Frankie. On tap, enough original content to keep me occupied (and indoors!) the entire summer…             I…

The Value (and Risk) of a Brand Mascot

While this article about a Sheriff’s office photoshopping a picture of a cat into their weather updates on Facebook may seem silly, it goes far to illustrate the value of a brand mascot.  But there is another side to visual brand representation that may be not as positive…              …

How Do You Gauge the Success of a Trade Show?

As things settle down again after the madness of Toy Fair last week, it would be beneficial to look back and evaluate how “successful” the show was for you.  As with many things in life, there are a number of criteria to consider when judging the show’s impact on your business…        …

How Do You Feel About Brands Invading Your Entertainment?

I don’t know about you, but in the last month or two, I have felt like I have been assaulted multiple times by brands making an appearance in some of my favorite TV shows.  It’s got me thinking (again) about the line between entertainment and advertising…               About a…

Mightn’t We Benefit More From Positive Content?

As I near the end of my binge watching adventure through five seasons of Friday Night Lights, I am struck by how much I love the show.  It is a great example of a positive, inspiring man and how he teaches and serves as an example for his team…            …

Why Go to Toy Fair?

Last week, many of us attended the American International Toy Fair in NYC.  Whether you were displaying in a booth or walking the floor, there are many reasons to attend this show beyond just buying (or presenting) product to be sold at retail…                 As I was preparing…

What’s in a logo?

One of the most important assets that a brand has is their logo.  A brand style guide will always contain various elements including colors, fonts, patterns and borders but the logo is the one element that should truly reflect the essence of the brand.               Last week, at the…

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