Is social media really as effective for business as the hipsters would have us believe?
Prof. Mark Ritson says social media is the greatest act of over selling in the history of marketing and that lazy inaccurate journalism is hugely biased in favour of social media. Let me start by saying I’m a big fan and a regular reader of his columns in Marketing Week. However I find it hard to […]
Brand Licensing and how it works
Brand licensing is in effect a partnership whereby two parties will gain something from coming together which ordinarily they could not achieve on their own. For a brand owner (the licensor) this will often be revenue and exposure to potential new audiences. For the retailer/manufacturer (the licensee) this will often be about creating an exclusive […]