Why Licensing Is Invisible Marketing with Jeff Lotman
\u201cPeople put a lot of value in brands. When you are at home or are limited (because of the pandemic) you tend to go with the first one you think of. But there are brands that have to think differently, especially brands in retail.\u201d Jeff Lotman has an iconic career both as a brand strategist at his firm Global Icons and as a retailer as the owner of Fred Segal. He\u2019s also the author of the book Invisible Marketing. We discussed all of this and more this week on the On Brand podcast.\nAbout Jeff Lotman\nJeff Lotman is the driving force behind Global Icons, the world\u2019s leading brand-focused agency with over $5 billion in retail sales and a client roster that includes Kleenex, Hostess, Lamborghini, NOKIA, and USPS, among others. He is also the owner of Fred Segal, LA's iconic fashion brand, and author of the best selling book, Invisible Marketing: A Hidden Tool For Connecting With Consumers Through Licensing.\nEpisode Highlights\nWhy is licensing \u201cinvisible marketing\u201d as Jeff\u2019s book of the same name suggests? \u201cBecause most don\u2019t think of it!\u201d Jeff noted during the podcast. You\u2019re taking the customer's trust of a brand\u2014which is valuable\u2014and extending it somewhere else. \u201cWe\u2019re selling rarified air. It\u2019s intangible.\u201d\nWhen should a brand start to think about licensing? \u201cYou have to be number one in something first.\u201d Jeff pointed to examples such as White Castle, known both in their region and for their sliders.\nHow do you know where to extend? \u201cYou have to ask\u2014and test it out.\u201d\nBeing a brand licensing expert, I had to ask Jeff for his best and worst examples. His favorite? Vicks\u2014known for their Vaporub\u2014successfully extended their brand into the humidifier space with an artfully designed, cough-drop shaped device. And his not-so-good example \u2026? Zippo\u2014known for its iconic lighters\u2014tried to market a perfume. \u201cYou can't just throw your logo on it.\u201d There has to be a fit.\nWhat brand has made Jeff smile recently? Jeff pointed to another great licensing case study\u2014Taco Bell and Doritos. \u201cIt was great! How had they not done this before?"\nTo learn more, check out the Global Icons website and Jeff\u2019s book Invisible Marketing.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Spotify,\xa0Google Play,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices