Monthly Archive: July 2011

Marty Brochstein

Lost in a crowd?

Oh, the licensee’s dilemma, as portrayed not by a business writer, but rather by the film critic of the Washington Post, Ann Hornaday, in her review of “Captain America, First Avenger.” How does one figure out — 18 months or so in advance — what’s going to be able to maintain mindshare in a teenage audience, and prime shelf space

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Marty Brochstein

When brands get separated from their origins

What is brand identity? Several years ago, I participated in a licensing conference at which one of the speakers ruminated on how brand names that once derived their equity from their origins have in some cases become so distant from their roots as to be unrecognizable. The example he used was the Amana brand of major appliances, which once was

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Carol Spieckerman

“Proto-ships” Set to Sail

Flagship stores tend to be characterized by cutting-edge creativity, soup-to-nuts assortments, and wow-factor fripperies that reinforce the brand like nothing else can. That’s why they will remain an irresistible option for retailers, even as they shift toward small formats in order to build scale. Manhattan remains a flagship mecca for retailers such as Aeropostale, with its two-level Broadway location featuring

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Carol Spieckerman

One-on-one with Li & Fung’s Rick Darling (Part 2): Licensing best practices, retail differentiation and expansion

I had the pleasure of speaking with Rick Darling, president of LF USA, following his terrific keynote presentation at the International Licensing Expo in June. LF USA is a subsidiary of Hong Kong-headquartered Li & Fung Limited, the multinational consumer goods export and logistics group. Darling oversees LF USA’s rapidly expanding business in the U.S., where its portfolio of owned

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