Licensing continues to be a powerful option for accelerating growth and extending the value of brands, making the decision to begin a licensing program a key consideration at strategy meetings worldwide. For those brands exploring licensing today and what impact it may deliver, consider the following.
One of the curses I have is that I can’t go anywhere, pick up any magazine or watch any show on TV without analyzing the advertising. Add to the list: Standing in a taxi line at the airport.
In the world of advertising and licensing, these are great days to be a dead celebrity. Brands are reimagining beloved pop culture icons from previous eras as stars of today’s ads.
It’s increasingly easy to be a brand that people talk about in glowing terms, part of a sector that appears to be booming, and yet on a downward slide financially.
Some time ago I paid around $50,000 for a used German car. My search got down to a BMW 3 series sedan and a Volkswagen station wagon.
