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« LHD's Hot Dog Vending Machine on Fox Business | Main | Reports of AOL's Death are Greatly Exaggerated »

November 24, 2009



Licensing is a double edged sword but you are right, it is far more important to brand a product than a company. Part of the agency and licensees (manufacturer) jobs is to promote the brand but also protect it on shelf - two very important aspects to a successful licensing program. Hollywood licenses are so thin because the products generated from movies have a short shelf life - therefore, studios pack as many manufacturers into as many categories as possible.

Jeff Sloan is right on about identifying the leveragable equities of a brand but needed to address what product categories make sense first (from those equities), then go ahead and research/prospect the market/manufacturers.

Thanks for making me think about the good old cartoons of Rocky and Bullwinkle!



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