Invisible Marketing: A Hidden Tool for Connecting with Consumers through Licensing

Ask the CMO of any consumer packaged goods company and theyll tell you: their industry is extremely competitive. When youre using the same tools to go after the same customers as your competitors breaking away from the pack is a challenge. Everyone is looking for an edge and yet theres one area of marketing that remains largely unexplored. In fact according to Jeff Lotman its almost invisible. What is this form of marketing with such untapped potential? Brand expansion through licensing.Most people want nothing to do with licensing because they think it means slapping their logo on a product or letting a third party run amok with their brand. In Invisible Marketing Jeff shows you the true promise of licensing: creating new entry points for people to discover your brand. With proper licensing youll outflank the competition by entering into unexplored categories and connecting with new customers. By following Jeffs step-by-step process and learning from the success stories of well-known brands youll also be equipped to deepen the relationships with your existing customers.