BLOG: Time to stop label slapping

By Guy Tomlinson

September 22nd 2009 at 10:25AM
BLOG: Time to stop label slapping

Why licensors need a new marketing mindset.

There is widespread recognition amongst TV producers that income from TV programme sales alone is seldom sufficient to cover production costs. So licensing is rightly centre stage as a means to increase revenue and extend intellectual properties beyond the TV screen. In this article, Guy Tomlinson argues that licensors need a new marketing mindset. They need to stop relying on sleepy supply push thinking and become more consumer and brand driven.

To read the full blog, click here.

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