C-Level Brand Licensing Considerations
This is one of our favorite topics with board members, specifically when it comes to licensing the corporate brand—or not.
NEW THINKING
This is one of our favorite topics with board members, specifically when it comes to licensing the corporate brand—or not.
Pharmaceutical companies make substantial marketing investments across the life cycles of their products to build brand power and value in the market. As a result, today’s major pharmaceutical companies have significant equity tied to their brands, making them valuable assets. Layer on positive consumer relationships, said asset takes on even greater value.
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.
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.
Barry Williams literally grew up in front of America as Greg Brady, the oldest of the Brady sons on the hit TV show The Brady Bunch. We sought him out to find out more about what it was like to grow up Brady, what brands can learn from a show that has never stopped airing and what opportunities exist with his iconic brand.