Ted Mininni

Articles by Ted All articles by Ted

• Using The Power Of Imagination As The New Brand Currency in Marketing Daily on 07/08/2015
  

  Many marketers consider the power of brands like Harley Davidson and Martha Stewart to be aspirational. I would go further than that.

• Lifestyle Branding: That Isn't Enough, Either in Marketing Daily on 09/16/2013
  

  Lifestyle brands with staying power appear to be able to transcend trends and remain relevant, no matter what happens. This is especially true for entertainment brands. They seem to retain their magic for their brand devotees and attract new ones, with fewer going on to seek new brand experiences. The question is: how do they do it?

• Will Digital Media Properties Dominate Licensing?  in Marketing: Entertainment on 03/14/2013
  

  Traditionally, strong entertainment properties come from comic books, movies and television. They've helped to shape popular culture, and pop culture in turn, has shaped them to remain relevant. But with new phenomena like "Angry Birds," will digital media properties dominate?

• Creating Licensed Property Blockbusters  in Marketing Daily on 08/24/2012
  

  A well-designed licensing program will achieve immediate recognition and relevance, creating blockbuster consumer products at retail at a time when most licenses seem to lose their power far too soon.

• Will A Zero-Packaging Concept Succeed?  in Marketing Daily on 09/30/2011
  

  It's easy to passionately embrace an idea that's a cultural hot button issue. It's equally important to stand back and look at things rationally.

• Consumers To Brands: 'Make Us Love You'  in Marketing Daily on 11/02/2010
  

  Renewed vision and a new approach can add significantly more value to brands over their competitors in consumers' eyes.

• What's More Important, Head Or Heart?  in Marketing Daily on 07/23/2010
  

  Marketers of heritage brands should ask themselves: how can we leverage the happy memories of childhood?

• So What Do We Do Now? in Marketing Daily on 04/14/2010
  

  Engaging the consumer with better experiences, better service and greater responsiveness begins from the inside of the organization at all levels.

• CPG Brands: Time To Strike Back  in Marketing Daily on 12/16/2009
  

  Well-managed retailer brands have the power to become as important as national brands. So what's a national brand to do? Strike back, of course.

• When It Comes To Innovation, Simplicity Rocks  in Marketing Daily on 10/23/2009
  

  If you already have a great product and packaging the consumer continues to connect with, then maybe what you need to innovate is your messaging.

Comments by Ted All comments by Ted

• Will Digital Media Properties Dominate Licensing? by Ted Mininni (Marketing: Entertainment on 03/14/2013)
  

  I totally agree, Jenifer. Pokemon has been around for a long time. No doubt about it. It's actually being pushed in new licensing agreements lately in an effort to recapture the power it had when it was at the height of its popularity. But it has always had a loyal group of followers. Sanrio's Hello Kitty, on the other hand, has always been nurtured to remain relevant and contemporary. The property has enjoyed continued growth with new licensed consumer products in the marketplace. And, it continues to be a dominant entertainment property as a result. As for Angry Birds, the only way the property will have this kind of staying power is if the brand owners take a page from Disney, Marvel and Sanrio, among others, and establishes sound marketing strategies and effective licensing agreements. Thanks, Jenifer. I've really enjoyed our conversation here.

• Will Digital Media Properties Dominate Licensing? by Ted Mininni (Marketing: Entertainment on 03/14/2013)
  

  Good insights, Jenifer. Thanks for commenting on my article. The digital game properties you've cited have had success with licensing – but a property like Pokemon was hot for a time, and then fell off. My point about Angry Birds is that the transmedia marketing approach the brand owners have taken might give it more staying power as a top licensed property for the long haul. The fact that this property emerged from a digital game is incidental. Since the games you mentioned emerged, think of all the social media platforms that have populated the Internet. "Annoying Orange", for example, has created a sensation and it emerged from You Tube. Yet, it hasn't accomplished what Angry Birds has managed to do. Hot new properties can come from a growing number of social media outlets like Facebook and sites featuring creative work like Behance, which my own consultancy uses. There's more competition than ever in the digital sphere; more properties than ever clamoring for attention. The question is: for the ones that see a huge rise in popularity, how do the brand owners keep it fresh and relevant? How do they develop their characters to ensure longevity as they continue to compete for mindshare among an increasing number of properties – digital and traditional?

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.