Category: general

In 2008, Philips switched from manufacturing and selling TVs in North America to a brand licensing model. We wrote about it here.

Continuing this strategy, Philips now announced a brand license for its digital photo camera and digital picture frame business in the USA and Canada.

The licensee will have access to Philips’ brand, technology and engineering. Production, sales and marketing will be the responsibility of the licensee.
Of course, Philips maintains control by executing its right of final approval.

This is the business model of the future. We call it:

“Doing only, what one does best.”

This business approach was chosen by P&G a while ago, it is called connect and develop. It led to increased profitability even during the current recession.

Als der ehemalige Puma Lizenznehmer für Unterwäsche Schiesser in die Insolvenz ging, hatten wir vorausgesagt, dass einige Lizenzgeber Ersatz suchen.

Puma ist zumindest für Nord-Amerika nun erfolgreich und vergab die Markenlizenz an United Legwear Co. Diese halten auch die Lizenz von True Religion.

The former Puma underwear licensee Schiesser went into Chapter 11. We had predicted earlier, that a couple of brand owners were looking to replace Schiesser.

Now in the US Puma signed with United Legwear Co, which also holds the True Religion license.

Beantworten Sie als Markeninhaber für Sich selbst die folgenden Fragen:

1. Will ich, dass meine Kunden oft und auch auf ungewöhniche Weise mit mir, meiner Marke und meinem Unternehmen kommunizieren? (Im Gegensatz zu schweigend kaufen, konsumieren, nutzen)
2. Bin ich bereit zu offenem und für Markennutzer positivem Dialog und stelle die dafür nötigen, beträchtlichen Recoursen bereit?

Nur wenn Sie auf beide Fragen aus Überzeugung “Ja” antworten, sollten Sie ins Web 2.0 einsteigen. Wie z. B. P&G mit seiner Plattform www.beinggirl.de.

Ansonsten bleiben Sie bei Werbung, PR und allen anderen Einbahnstraßen- Kommunikationsinstrumenten.

Do you as a brand owner have to twitter?
Do you need a blog, a social network, a youtube channel?

The Romans coined the phrase: panem et circensis.

Your brand and its offering are part of entertainment?
Then you should actively participate in web 2.0.
Actually, you should aim to take a leading role.

Your brand and its offerings are closer to the bread category?
You will survive without.

The vast majority of people will continue to be influenced by classic media when buying the very basic products and services.
They will not follow the blog or tweet of their baker, butcher, supermarket, hairdresser or auto repair shop. The menus from all the delivery services under my door are a pain already, do I want emails from them on top? Certainly not! 

And if you are good at your job – offering a better value -, your existing customers will blog, twitter and post for you.