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.
