LINK LINES: Keynote speakers and a roundtable participant from License!'s LINK conference held in Miami, FL, in November, offer strategies for success.
"To grow our brand, we need to invest in real estate. We currently have 61 hard in-store shops (we fixture them and have dedicated personnel to merchandise them) and 167 soft ones. In the next few years, we will have 300 of these in-store shops."
EVP AND COO
"Direct-to-retail is somewhat of a necessary evil. The consumer and retailer are demanding better goods. Either we license better vendors or the retailers do it on their own. This means figuring out the best supply chain . Direct-to-retail has been very successful for us, especially in Europe."
VP, GLOBAL SALES
DISNEY CONSUMER PRODUCTS
"Emotional branding is the most powerful tool. Share of heart is more important than share of voice, mind, or wallet."
SHADOW ENTERTAINMENT GROUP
FORMER TRU CMO
"The road map for success: Communicate your identity, learn what your consumers expect and connect with and educate them, treat each age segment differently, create innovative and differentiated products, step up a notch with retail partners, promote your brand, market it, and captivate the consumer. And "Just Say No" to overlicensing: There isn't enough room for all these licensed products in the market."
CHIEF INDUSTRY ANALYST