BLOG: Time to stop label slapping - Licensing.biz

BLOG: Time to stop label slapping

Why licensors need a new marketing mindset.
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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.

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