Interview With David Howitt Of Meriwether Group, Portland

Interview With David Howitt Of Meriwether Group, Portland
Advertising
Guy Brighton
  • 19 september 2005


What were your key learning’s there?

Licensing done right can be a boon for a brand – royalty dollars, additional marketing and exposure, expanded distribution, more ways to touch your consumer and expansion into global markets. However, done incorrectly, licensing our your brand marks can kill a brand. It is mission critical that the product categories are right, the distribution channels fit and that above all, the product is iconic and completely in synch with the mother brand. Licensing out your brand should never be seen as simply a sales or royalty generator. First and foremost, it must be a strategic decision about how to grow your brand in the right way.

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