Matt Lauer

The Power of Licensing #2: Damaging The Brand Message... From Within

Feb. 22, 2018 | Licensing relies on the strength and integrity of brands and how brands communicate their message to consumers and other stakeholders. Indeed, licensing is one of the marketing tools that brands can utilize. It is essential for those of us in the licensing community to understand the equities of brands and how brands can strengthen those equities but also how brands can damage those equities.