The Futur with Chris Do 104 - Invisible Marketing — with Jeff Lotman
Oct 28, 2020
Jeff Lotman, Founder and CEO of Global Icons, dives into the niche of invisible marketing, where unexpected product-brand pairings create unique branding opportunities. He highlights how emotional connections strengthen consumer perception through surprising collaborations, like Flintstones vitamins with various products. The discussion reveals the importance of strategic licensing, balancing innovation with brand identity, and navigating market fit to enhance visibility. Lotman emphasizes the need for creativity in branding while maintaining core values, showcasing the dynamic nature of modern marketing.
AI Snips
Chapters
Transcript
Episode notes
Hostess Brand Extension
- Hostess uses brand licensing to expand beyond the cake aisle into cereals and baking.
- This increases visibility and avoids direct competition, like Tasty Cakes.
Invisible Marketing as a Mashup
- Brand licensing creates unexpected product combinations, similar to musical mashups.
- It combines beloved elements into something novel, often without consumer awareness.
Brand Licensing Examples
- Flintstones vitamins, BMW strollers, and Porsche sunglasses are examples of brand licensing.
- These brands didn't create these products but licensed their brand equity.