Donald Trump: How a Presidential Campaign Helps (and Maybe Hurts) a Licensed Brand

As election year 2016 rolls on, and Donald Trump the presidential candidate delivers a new surprise every day, it’s worth taking some time to consider Donald Trump the brand and the lessons his campaign offers us for brand management and…

It's Cool To Be Healthy: How Marketing Saved Wellness’ Business Model

Is cheesecake the new tobacco?  That’s a question asked that has highlighted both good news –the New York Times last week, Americans Are Finally Eating Less -- and bad news – that the Cheesecake Factory has a single entrée that is 2370 calories. The…

4 Reasons Why Licensing Needs Digital Marketing

Five years ago many of our licensing clients (global CPG brands among them) weren’t even using digital marketing and social media to promote their own brands, and almost none of them were allowing licensees to promote their own products digitally. At this…

Stories Beat Data: And Other Marketing Insights from Cannes Lions 2015

For all the lessons technology teaches us, did you ever feel like it also ignores some of the most important lessons about what motivates us – and how we might motivate others? I found myself asking that question more than…

Earned Social Media = Earned Consumer Trust

Brands are constantly seeking the loyal consumer. Not the one who buys occasionally, but the one who follows through on purchase intent, recommends the product to others, and does it all over and over again. It’s becoming a more elusive…