Im trully impressed by the brand Building for the MATEL GROUP and Warner Bros. Entertainment Bros' Barbie Page Franchise" The collaboration between Matel and Warner Bros in building the Barbie franchise stands as an impressive success story. when even Joe Glover jokes about it 😍. The recent release of the Barbie movie has generated a significant buzz, and based on our analysis of purchase intent data, the global box office is poised for a remarkable surge. Will be interesting to follow the implications for Barbie-branded toys and their increasing appeal among children worldwide. This success story serves as a powerful reminder of the impact strategic brand investments can have over time. Remember Branding is a numbers game #barbie #branding #marketing #ROI (Global Purchase intent index based on MyTelescope)
Rodrigo Pozo Graviz’s Post
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In the dynamic landscape of business and marketing, the LA Clippers serve as a compelling case study in the transformative power of re-branding. In 2015, the franchise underwent a significant overhaul, unveiling a fresh logo, color scheme, and an updated mascot, marking a departure from the team's previous identity. This strategic move wasn't merely a cosmetic facelift but a deliberate effort to redefine the Clippers' image and distance themselves from past associations The re-branding journey allowed the team to shed the shadows of mediocrity, establishing a new narrative of ambition and competitiveness. In the years that followed, the Clippers evolved from an underdog status to a formidable contender in the NBA, a testament to how a well-executed re-branding strategy can breathe new life into a sports franchise, reshape perceptions, and ultimately elevate its position in the fiercely competitive sports industry. The Clippers' story highlights that, when wielded wisely, the power of re-branding isn't just a marketing tactic but a catalyst for profound transformation and success. #branding #rebranding #marketing #casestudy #strategy #brandingstrategy #marketingtactics https://lnkd.in/eRhigU9M
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Creative Connector • Brand Partnerships | Business Development | Data-Driven Design and Commerce
Pre-BsB (Big Screen Barb)… Long before celebs wrapped themselves in #barbiecore pink… When we had no idea an "Ordinary Barbie" TikTok trend will take over our feed… PowerStation Studios embarked on a meaningful adventure with Mattel, Inc. starting in 2018, and we’ve been invested and obsessing with Barbie ever since -- privileged to help pave the way for Barbie to the Big Screen! Our brief was to present four Mattel #brands including Barbie in an elevated coffee-table style-book, reintroducing these #franchises in a way that the world will “double take”: To look at Barbie and then look again because you suddenly recognize her, or it or notice that something unusual is happening. Enjoy these images from our work as part of that initial project. The created material were used as a tool to pitch these well-known brands in a new light, 🎬 especially to Movie Studios! 🎞 🎥 Its beyond inspiring to watch the 64-year-old doll once again become a pop-culture moment (movement?), and director Greta Gerwig becoming the first female director ever to have a $1 Billion (with a B! like B for Barbie) movie. ❓ Do you think Barbie has a real shot in owning "everything pink" in a formal way beyond the trend or will this dwindle down? #barbie #creative #brandextension #licensing #brandlicensing #trends #retail #barbiemovie #diversity Dave Collins Tamara Dixon Tim Lester
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How do you extend a brand that carries cachet beyond the products and audience of its core business? Engaged by Winchester Ammunition, Cohesion's research found something interesting: Decades ago, a single red “W” hanging over a door or in a store window simply meant “quality products sold here.” Winchester had once sold an entire host of consumer goods at retail stores throughout the country under the Red “W” Brand…a grand Winchester tradition dating back to 1866. Cohesion resurrected that legacy brand asset — now new to an entire generation (or two) of people passionate about the Winchester brand, but unfamiliar with the Red “W.” Re-built as an exclusive advisory membership group, it was conceived to offer members priority customer service, advanced notice of promotions and new product information, discounted premiums, impacting the Winchester brand via direct contact with Winchester. Within three months of its re-introduction, the Red “W” Club boasted more than 18,000 members. Learn more about Cohesion. and how we brands find more value: https://lnkd.in/eenBnis #brand #branding #value #marketing #CEO #CMO
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What can Barbie teach your brand? 1 - People are growing tired of franchises and crave original stories 2 - Predictions are often (very) wrong. 3 - A few years ago, many industry analysts and marketers were giving the Barbie brand for dead. At Ipsos, we have insights to help you predict, measure and optimize the success of your brand. Let's connect. https://lnkd.in/gaSrHZv6
Global Lead: Brand Growth & Thought-Leadership: Ipsos | WSJ Best-Selling Author | Adjunct: UCLA
#barbenheimer brought over $300 million in total weekend ticket sales, the biggest weekend for multiplexes since the release of “Avengers: Endgame” in April 2019. Here is what brands and creatives can learn from these successes: 1 - People are growing tired of franchises and crave original stories Both Barbie and Oppenheimer brought us fresh and audacious narratives. In contrast, sequels in long-running franchises such as Mission Impossible, Fast X (the 11th movie from the Fast and Furious franchise) or Indiana Jones all failed to meet revenue expectations. 2 - Predictions are often (very) wrong. Studio executives, along with Wall Street analysts, publishers and of course marketers do their best to predict the future but don’t have a crystal ball. Warner Bros. was hoping Barbie would bring $75 million over the weekend. It sold $155 million in the US and $182 million oversees. 3 - A few years ago, many industry analysts and marketers were giving the Barbie brand for dead. It is alive and well, thank you very much: sales of Barbie were up last quarter, much before the movie came out. And the movie enabled Mattel, Inc. to secure about 100 licensing partnerships. This serves as an humbling lesson for marketers: today’s most successful brands might eventually lose relevance, and some will even die. In contrast, brands that continuously adapt to the world around us will strive. Barbie tanked because she embodied a bimbo out of touch with the world outside of her doll house. Today, Barbie is a proud feminist who empowers women to be their best. Today is a great day for the creative community, proving that creativity is much needed and more relevant than ever. Creatives bring to life stories that move people, by taking risks and acting with empathy for their audience. Algorithms and Large Language Models just do what we tell them to do. #marketing #IPSOS #branding Laurent Dumouchel Arnaud Debia Shaun Dix
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Such a fascinating article by Alex Barasch in The New Yorker about Mattel, The Barbie Movie and the state of entertainment more broadly (link in comments). Themes include… 🎬 The recasting of Mattel, Inc. from toy manufacturer to manager of potent entertainment franchises under the leadership of Ynon Kreiz who has built a team of Hollywood insiders to develop projects around a variety of Mattel IP (after Barbie, Masters of the Universe and Polly Pocket are in the works). 📦 The extension of those franchises beyond movies via brand collaborations encompassing clothing, homewares and FMCG. ⛑ A risk averse commercial climate where only movies with ‘pre-awareness’ get made (sequels, franchises and familiar characters & stories aka. popular toys) and projects previously the butt of jokes (like movies about toy franchises) attract great talent. ✏ And fascinating insights into the creative process... The partnership between legit A-list talent (Greta Gerwig) and a massive corporation and the tensions inherent in creating a compelling story whilst also building the brand The process of mining insights from the history of the brand as well as how fans play and use it to spark storyline ideas The extension of the distinctive (and very pink) Barbie brand word It all points to the growing significance of building cultural capital in order to stand out in a cluttered and time-poor world whether you’re making a movie or launching a new SKU. #brandbuilding #entertainment #barbiethemovie #barbie #culturalcapital
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Please check out the latest JVNP 2.0 Update Digest featuring our active “Buzz Builders”, premium mailing recipient JV offer teasers for JV announcements made by Fellow JVNP 2.0 VIP Partners announced recently in the JVNP 2.0 Update, or Featured on our JVNewswatch launch calendar, that are either evergreen (Russell Brunson + Justin Benton - Secrets Of Success Evergreen), yet to launch (John Assaraf - NeuroGym - Unlock The Hidden Power Within You 2024, Mike Filsaime - The Traffic Syndicate), yet to pre-launch (set to enter the pre-launch phase TODAY Wednesday, January 17th 2024! => Aidan Booth - eFormula; Dan Meadors + Dylan Frost - The Wholesale Formula 2024), are still in the pre-launch, or launch (closing up shop this coming Friday, January 19th 2024! => Blake Nubar + Ace Glenn - Ad Launch Secrets) cycle, and more … https://lnkd.in/eDCab5sS Have a Great Day! ;) – Mike Merz Sr
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CEO | TSE Prime Independent Board Member | Executive Director | Corporate Advisor | Media Strategy, Global and Japan Business, Transformation | x-YouTuber/Googler | x-Warner Bros Discovery | x-Disney | x-NTT DoCoMo
An interesting view of "licensing" - ie merchandizing from franchises BY COMPANY. By character franchise or media franchise the hat tilt goes to Pokemon vs Mickey Mouse, and with Anpanman, 2 media franchises in the top 10, depending upon the list and measurement, originate from Japan. Hello Kitty misses the top 10 at number 12. My take-away from this, for those in global media, depending upon how you cut and present the data many stories are possible, and you can't rule out non-US IP and/or players. Having worked on the media side of Disney (internet) and Warner Bros Discovery I can attest to the machine that is merchandising, but also the importance of media popularity to kick it off.
Infographic: Licensed Merch: Disney the Clear Number 1
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Ready to transform your franchise marketing? 🚀 Dive into these 5 game-changing tips that will bridge the gap between global brand identity and local appeal. Read more here: https://bit.ly/3qpU9dI
5 Game-Changing Tips to Supercharge Your Franchise Marketing
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Open your doors to instant brand recognition! Supported by a robust network of parents and families looking for proven results, our owners benefit from a built-in reputation. With decades spent making a mark in #supplementaleducation, our legacy becomes your advantage as a Sylvan owner. Why start from scratch when you can start ahead?
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