Who is in your cereal? Or, more specifically, who are you sharing space within your brand category? It’s important to know your competitors. The marketplace is crowded, but find the top five companies or individuals you see as competitors, and look at what they’re doing that’s both different (points of differentiation) and similar (points of…
I invite you to read this if you appreciate stories of people who found their calling simply by doing what they love. Hint: this one involves a love of the planet. When Yvon Chouinard started Patagonia in 1968, he was blacksmithing tools for mountain climbing, then pivoted to selling clothing suited for outdoor climbing and cold-weather…
BrandAlive exists for the Overcomer–the entrepreneur, business owner, idea generator who believes in their brand, envisions its potential and strives toward its growth. Individuals who believe in something larger than themselves, who ask the questions “what do I and my brand represent, what do I hope to represent, and how do I accomplish such?” If there’s…
I am very excited to be featured in the Juggernaut article, “Radio Mirchi and the Nostalgia Market” by Varsha Bansal posted January 14, 2020. Radio Mirchi, one of India’s premiere radio platforms, decided to expand its reach in 2018 by launching in the United States. In India, their target audience is young people; however, in…
I am excited to have been featured in Forbes’ most recent Expert Panel article. I was chosen in addition to nine other social media/marketing experts. The article aims to help companies choose the correct social media platform for their marketing. (You can view my full Forbes profile here.) There are many different social media platforms,…
People have been asking me for a while now to create an audiobook version for my award-winning book, Expand, Grow, Thrive. I am thrilled to announce that I will be releasing this audiobook shortly after Thanksgiving. To celebrate, I am hosting a grand-scale, holiday giveaway in which ten contestants will be awarded…
Like many, you may have been considering launching a Brand Licensing program for several months or even years. However, you have been hesitant to pull the trigger as you just don’t know how much royalties your brand could generate and whether you would gain a sufficient Return on Investment (ROI) from those royalties to make…
Brand Licensing enables: Brand Managers to extend their brands with minimal investment. Through a licensing arrangement, third-party manufacturers are responsible for everything from product development to inventory management to store replenishment. The brand to obtain supplementary marketing support. For the right to use the brand in their category, the manufacturer must agree to spend…
Like many, you may have been considering launching a Brand Licensing program for several months or even years. However, you have been hesitant to pull the trigger as you just don’t know how much royalties your brand could generate and whether you would gain a sufficient Return on Investment (ROI) from those royalties to make…
A licensing agreement authorizes a company which markets a product or service (a licensee) to lease or rent a brand from a brand owner who operates a licensing program (a licensor). Companies who know their brands well have a good understanding of the equity of the brand. A brand’s equity is derived from the awareness…