All posts tagged: diversification

Upcoming Webinar: Reframing How Brands Expand Globally

Webinar: Reframing How Brands Expand Globally

One for my States-side friends. (It’s a little early for most in my part of the world.) Please join Pete Canalichio, Managing Partner at Licensing Brands Inc,  and me for a LIMA webinar on May 5 (EST) as we use several case studies to show how top licensors are utilising brand expansion through licensing to help maximize shareholder value and meet their long-term business objectives. Find out more at:

Extend with caution

Brand diversification: extend with caution

In the search for more income, many brands seem keen to broaden their mandate or redefine the sector they see themselves as now being part of. But the hunt for diversified income streams comes with its own list of dangers and the most obvious caution is this: don’t lose the plot. Don’t spread your brand so wide, generalise your position so much or shift your emphasis so far from where you’ve been that you lose credibility, authority or distinction in the minds of your customers.