Vehicle Licensing & Merchandising

Smart brands are sticking with what works: Identifiable Brand Logos and Color Schemes. Vehicle licensing and merchandising is an extension of a brand that completes a lifestyle image and gives a person an opportunity to be part of a brand even if they can't afford the main product line (cars in this case) or want to show support for a team owned/sponsored by the brand.

Over the years, many brands have been experimenting with changing colors, logo design and style of items to represent the brand ending up in failure of sales. Why? They confuse the customer on who their brand is and how to identify the brand. If I remember right, it is hard to hit a moving target and much easier to shoot one that stays consistent. It is no surprise when you do research on vehicle brand licensing the most identifiable brands are BMW (shown above), Ferrari (shown below), Mini, Mercedes and Porsche. Not only do they keep the design cues that make their vehicles recognizable consistent, they also don't play with the logos, font or main color schemes. Even the items they select or design for licensed merchandise hold the same design cues as the vehicles. It is not a coincidence that the exterior style lines are mimicked in a Ferrari Jacket or the seat piping is similar to the piping of the BMW hat. Smart brands are even leveraging the teams they are involved with by making lifestyle products so that you can be part of their team. Wear the jacket, shirt or hat like the F1 driver or use the same luggage.

Smart brands know how to use licensed merchandise to enhance a brand experience and make it a great marketing tool to potential consumers to become part of their brand prior to ownership.

The trend I see that will be happening, in the current economy, is brands that wandered off from the core attributes of their brands are going to have to get back to who they are, become recognizable again and stay there. That doesn't mean not staying in tune with trends. It means using your brand attributes injected into trends.