Articles

Part I: What are the alternatives to the 25% Rule of Thumb? Previously we discussed the demise of the 25% Rule of Thumb. While the 25% Rule of Thumb won’t be missed, it does pose the “what-now” question: what analytical techniques are available to replace the 25% rule? If there…

CONSOR has commented in the past about the value of celebrity endorsements, because that’s what we do–Brand and Celebrity valuation. But how do you measure the value of unpaid “celebrity” endorsements? Sometimes we can quantify the value, but in any case it’s sure to be a benefit, especially if the…

  Chairman Weston Anson Has Historically Called Rule Into Question Quoting from Wes Anson’s most recent book, IP Valuation and Management (published by The ABA, 2010): The 25 percent rule. This “rule” states that an appropriate royalty rate is established by allocating 25 percent of profit as a royalty. The…

  What’s Constant: Change Ahhh… yesterday. As much as we yearn for the good old days, life is constantly changing. Changes in our consumer culture will always translate to change in business methods. Knowing that change is constant, and staying flexible with methods to market products, is what will establish…

  Celebrity Endorsements Paid or unpaid, good or bad, celebrity endorsements are here to stay. We see the continued value of these endorsements with popular celebrities like Catherine Zeta Jones, Julia Roberts, and Michael Jordan. But look carefully at a recent celebrity duo’s wedding, Prince William and Duchess Catherine. Their…

  Branding and Licensing Trends The business of selling is an increasingly fluid method, and keeping up with trends can be difficult to master. Especially when the shelf life of inventory gets smaller and smaller, timing becomes everything. Through our own recent research and case work, CONSOR sees the following…

  Product Placement Through Social Media There was a time when viewers of TV shows knew exactly who was sponsoring the show they were watching. Winston cigarettes were known to sponsor Gunsmoke, Proctor & Gamble sponsored I Love Lucy, and General Electric sponsored Leave It To Beaver. Today it’s more…

  Social Media Sells Anything We have become a society demanding instant gratification, thanks to the accessibility of the Internet and the popularity of Facebook and Twitter. The following social media avenues have become instant methods of brand promotion. “Like” Go to anyone’s Facebook page and you see the thumbs…

How do you make your product known? Brand promotion and turning what your company sells into a household name are the key. Household Names How do you get your brands to become household names, like Disney or Nickelodeon? It takes persistence. The Disney Consumer Products Group took in $28.6 billion…

Ahhh… yesterday. As much as we yearn for the good old days, life is constantly changing. Changes in our consumer culture will always translate to change in business methods. Knowing that change is constant, and staying flexible with methods to market products, is what will establish a long and fruitful…