Archive | Branding/marketing

Grocery Store Chic

Grocery and convenience store chains are the latest group of corporate brands to get into limited-edition branded merchandise drops in a big way. The products seem to be resonating with loyal consumers and, in several cases, lending a cool factor to the brands among young adults. Recent examples include: Aldi. The value grocery retailer next […]

Continue Reading

A Little Help From Your Friends

A number of retailers have set up programs in which they assist their customers in supporting healthcare workers, their neighbors, or their broader communities during the COVID-19 pandemic. These initiatives are primarily charitable, but they bring marketing and sometimes sales benefits as well: Walmart teamed with NextDoor, a social networking app for neighborhoods, for a […]

Continue Reading

Competing for Fan Loyalty During Hard Times

One segment of the licensing business where the shutdown of live events has had a significant impact is sports. The cancellation of sports seasons and events has removed their core reason for being, creating financial hardship for many and lessening the urge to purchase licensed merchandise, both in the short term and very possibly for […]

Continue Reading

Brands Practice Self-Distancing

A number of brands—many of which are involved in licensing in some way—have gotten creative with their logos as a means of stressing the critical importance of self-distancing to curb the spread of COVID-19. These tweaks simultaneously engage the brands’ fans and boost awareness during a difficult time for most businesses. Examples include: Mercado Libre. […]

Continue Reading

Space Age

Saturday is the 50th anniversary of Neil Armstrong’s first steps on the moon during the Apollo 11 mission. In the days and weeks leading up to the milestone, licensors, retailers, and licensees have been announcing space-themed content, promotions, and products, especially in the realms of entertainment, toys, and fashion. The initiatives, most of which incorporate […]

Continue Reading

The People’s Choice

Licensees, and some licensors, turn to crowdfunding as a way to raise awareness for new products among their most loyal fans, test new products and features, and/or generate funding for new initiatives. Most recent campaigns have taken one of the following directions: • Using crowdfunding as an ongoing strategy for launching new products under an […]

Continue Reading