While consumers are divided on many issues, one thing on which almost all can agree is that they expect their licensed products to have a level of quality commensurate with the price. Lately, several marketers have been dealing with fan blowback—magnified on social media—because their products or plans, at least according to some of their […]
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 […]
Coats of Many Colors
Color is one way to differentiate a brand or product line from its competitors, both in its look and in the emotions the signature hues call forth. In the last two years, more and more brands are pairing with the Pantone Color Institute to create unique custom shades for use in product collections: Just this […]
Tokens of Gratitude
By Karen Raugust on May 21, 2020 in Branding/marketing, COVID-19, Design and content themes, Licensing
In the last few weeks, a handful of licensors and licensees have launched marketing campaigns and/or product lines built around thanking the medical professionals and other essential workers who have been risking their health to care for the sick or fill the population’s basic needs during the COVID-19 crisis. While a number of companies involved […]
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 […]
Competing for Fan Loyalty During Hard Times
By Karen Raugust on May 14, 2020 in Branding/marketing, Business models, COVID-19, Licensing, Sports
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 […]
School’s Out
By Karen Raugust on May 4, 2020 in Branding/marketing, Collegiate, COVID-19, Experiential licensing, Licensing
While the spread of the COVID-19 virus has created a long list of challenges and uncertainties for the licensing community, it has also given rise to some untapped opportunities for properties that are a good fit and can capitalize in a way that makes sense. One is to help fill the void for high school […]
To Promote, or Not To Promote
When the COVID-19 pandemic began, many companies put their plans on hold for product launches, marketing and media campaigns, publicity, and the like. But some have decided that an uninterrupted presence in consumers’ minds will help position them for success, or at least survival, once the peak of the crisis has passed. They have therefore […]
Brands Practice Self-Distancing
By Karen Raugust on March 26, 2020 in Branding/marketing, Corporate brands, Design and content themes, Licensing
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. […]
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 […]