Monday, March 21, 2011
Thursday, March 17, 2011
new article now ready for peer review
Licensing is the Marketeer’s ultimate fantasy – a too-good-to-be-true, budget-generating marketing campaign that extends the brand into new categories. As they might say in America:
Licensing: What’s not to like?
As the Marketing Director of a powerful brand with a sizeable advertising budget, you present your Commercial Director with a strategic licensing proposition including a selection of companies proposing to pay hard cash for the right to increase your brand’s profile. Despite his first thought - ‘what’s the catch?’ – you somehow manage to convince him to let you develop a licensing programme. There’s no shortage of potential partners to work with on exciting collaborations and the products you develop are bought in serious quantities by your passionate consumers. With success, bigger and bigger manufacturers make increasingly exciting offers to create better and better products. Fast forward several years, however, and the enthusiasm for licensing seems to have waned somewhat and you’re considering your career options. So where did it all go wrong?
Please email me if you'd like the full article....
Licensing: What’s not to like?
As the Marketing Director of a powerful brand with a sizeable advertising budget, you present your Commercial Director with a strategic licensing proposition including a selection of companies proposing to pay hard cash for the right to increase your brand’s profile. Despite his first thought - ‘what’s the catch?’ – you somehow manage to convince him to let you develop a licensing programme. There’s no shortage of potential partners to work with on exciting collaborations and the products you develop are bought in serious quantities by your passionate consumers. With success, bigger and bigger manufacturers make increasingly exciting offers to create better and better products. Fast forward several years, however, and the enthusiasm for licensing seems to have waned somewhat and you’re considering your career options. So where did it all go wrong?
Please email me if you'd like the full article....
Thursday, March 10, 2011
more on Thomas Crapper on the BBC
http://www.bbc.co.uk/iplayer/episode/b00z9j0g/The_Boat_That_Guy_Built_A_Nice_Hot_Shower/
19.34 minutes in..."There really is only one place you can go for bathroom fittings"
19.34 minutes in..."There really is only one place you can go for bathroom fittings"
Wednesday, March 09, 2011
Tuesday, March 08, 2011
Tuesday, March 01, 2011
some interesting marketing books
Hi,
here's a list of some of my most influential marketing books:
http://www.brandlicensing.co.uk/brand-books-to-read
here's a list of some of my most influential marketing books:
http://www.brandlicensing.co.uk/brand-books-to-read
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