license to thrill
Posted by Abe Sauer on December 22, 2010 02:00 PM
Here at brandchannel, we love the idea of brand licensing. Indeed, after all the work of building a strong, championed brand, why not leverage it a little?
The key is "a little." All brand owners dream of seeing their brand cross that line where consumers begin to willingly self-identity with it, whether that's by wearing a t-shirt or using a brand-licensed credit card.
Consider Trump licensing his name in India, or Everlast licensing to Sears. Everybody's doing it. One category of brands making substantial changes to the brand licensing approach is the automotive sector.
Ford and Lamborghini just launched online marketplaces to sell their merchandise in addition to already established relationships at retail outlets.
Intrigued to find out more, we interviewed Michael Stone, founder and CEO of brand licensing specialist Beanstalk, which has worked with Ford, Harley-Davidson, Land Rover and Stanley, about the benefits and pitfalls of brand licensing as a marketing tactic.Continue reading...
Posted by Shirley Brady on December 16, 2010 06:00 PM
Apple opens new Mac software store, enables peer-to-peer app sharing.
BlackBerry parent RIM beats analyst estimates.
Canada Goose challenged by knock-offs.
Chevron and BP named in latest WikiLeaks cables.
CNN bids adieu to Larry King, pads schedule until Piers Morgan debut.
Dramamine brand sold by J&J for $76 million.Continue reading...
Posted by Abe Sauer on December 10, 2010 06:00 PM
Last week our Product Replacement Quiz looked at brands that had boozed it up in PG-rated films. This week, we're shifting gears and focusing on British sex symbol Gerard Butler. That's right, this is madness. THIS! IS! BRANDCAMEO! But first, as always, a look at placements in films opening this weekend, and we really mean "the" films.Continue reading...
Posted by Abe Sauer on October 19, 2010 05:00 PM
Is stupidity a product? Because if stupidity is a product then Jackass 3D is the most product-placed film of all time. Yes, even more than Sex and the City.
Sadly, stupidity is not a product, though, for some, it is a brand position. In fact, the stupidity on display in Jackass 3D may explain why there are so few brands, with most of them in the background. A pair of boxing gloves, repeatedly used in one gag, may be Everlast, but the brand is intentionally obscured under duct tape.
Yet, there are a few mentionable amongst the unmentionables.Continue reading...