BRAND INNOVATION AND EXTENSION: LESSONS ON HOW TO MAKE IT WORK

There are a number of ways to grow a brand from its core product or service (for brevity’s sake, throughout this blog, I refer to both as “products”). Two prevalent forms are licensing the brand and brand extension. In licensing, the brand owner gives permission to third parties to make and market products under the

By | December 3rd, 2014|Brand Expansion, Brand Innovation, Brand Licensing|0 Comments

FACEBOOK, BRANDS AND PROMOTION – A WHOLE NEW SET OF CHALLENGES

  I recently searched the phrase “social media marketing challenges” on Google® and Bing® and got back a low of 44 million hits (Bing®) and 99 million hits (Google®). These results are not at all surprising given the constantly changing social media environment, the diversity of consumers using these platforms, and the overwhelming clutter in

By | December 1st, 2014|Facebook and Brands|0 Comments