December 2019


Brand extensions and licensing can be extremely profitable...or a disaster!


Do you remember the Harley Davidson cake decorating kit? How about Kentucky Fried Chicken’s “FingerLickin’ Good” edible nail polish? Or these winners?
• Zippo’s line of female perfumes?
• Evian’s water-filled bras to keep women cool?
• Jeans manufacturer Diesel’s line of fine boutique wines?

Brand extensions can go horribly, horribly wrong.


The failure rate for brand extensions is as high as 80-90%, according to Mitch Duckler, managing partner of US-based brand strategy consulting firm FullSurge.

Your data may be worth (a lot) more than you think...

Data in the media world used to mean just four things:
1. Number of subscribers
2. Number of newsstand sales
3. Advertising revenue
4. The number on the bottom line

Today, data are what your chief data scientist parses and interprets for you. If you don’t have a chief data scientist, data are what you and your team struggle to convert into editorial, sales, and marketing insights.

But even that is a limited view of the power of data today. Today, data can be much, much more. Data can actually make you some serious money.