{"id":2232,"date":"2020-11-16T16:22:00","date_gmt":"2020-11-16T16:22:00","guid":{"rendered":"https:\/\/mmr.ndh.mybluehost.me\/?p=2232"},"modified":"2020-12-10T16:26:16","modified_gmt":"2020-12-10T16:26:16","slug":"why-licensing-is-invisible-marketing-with-jeff-lotman","status":"publish","type":"post","link":"https:\/\/globalicons.com\/11-2020\/why-licensing-is-invisible-marketing-with-jeff-lotman","title":{"rendered":"Why Licensing Is Invisible Marketing with Jeff Lotman"},"content":{"rendered":"\n<p>\u201cPeople take a lot of value in brands. When you are at home or are limited (because of the pandemic) you tend to go with the first one you think of. But there are brands that have to think differently, especially brands in retail.\u201d Jeff Lotman has an iconic career both as a brand strategist at his firm Global Icons and as a retailer as the owner of Fred Segal. He\u2019s also the author of the book\u00a0<em>Invisible Marketing<\/em>.<\/p>\n\n\n\n<p>Available now on Amazon: <a href=\"https:\/\/www.amazon.com\/Invisible-Marketing-Connecting-Consumers-Licensing\/dp\/1544507240\">https:\/\/www.amazon.com\/Invisible-Marketing-Connecting-Consumers-Licensing\/dp\/1544507240<\/a><\/p>\n\n\n\n<figure class=\"wp-block-embed-wordpress wp-block-embed is-type-wp-embed is-provider-brand-driven-digital\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.branddrivendigital.com\/why-licensing-is-invisible-marketing-with-jeff-lotman\/\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>\u201cPeople take a lot of value in brands. When you are at home or are limited (because of the pandemic) you tend to go with the first one you think&#8230;<\/p>\n","protected":false},"author":6,"featured_media":2233,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,2],"tags":[],"class_list":{"0":"post-2232","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-media","8":"category-news"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Licensing Is Invisible Marketing with Jeff Lotman - Global Icons<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/globalicons.com\/11-2020\/why-licensing-is-invisible-marketing-with-jeff-lotman\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Licensing Is Invisible Marketing with Jeff Lotman - Global Icons\" \/>\n<meta property=\"og:description\" content=\"\u201cPeople take a lot of value in brands. When you are at home or are limited (because of the pandemic) you tend to go with the first one you think...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/globalicons.com\/11-2020\/why-licensing-is-invisible-marketing-with-jeff-lotman\" \/>\n<meta property=\"og:site_name\" content=\"Global Icons\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-16T16:22:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-10T16:26:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/globalicons.com\/wp-content\/uploads\/2020\/12\/InvisibleMarketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Anna Steiner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Anna Steiner\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/globalicons.com\/11-2020\/why-licensing-is-invisible-marketing-with-jeff-lotman\",\"url\":\"https:\/\/globalicons.com\/11-2020\/why-licensing-is-invisible-marketing-with-jeff-lotman\",\"name\":\"Why Licensing Is Invisible Marketing with Jeff Lotman - Global Icons\",\"isPartOf\":{\"@id\":\"https:\/\/globalicons.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/globalicons.com\/11-2020\/why-licensing-is-invisible-marketing-with-jeff-lotman#primaryimage\"},\"image\":{\"@id\":\"https:\/\/globalicons.com\/11-2020\/why-licensing-is-invisible-marketing-with-jeff-lotman#primaryimage\"},\"thumbnailUrl\":\"https:\/\/globalicons.com\/wp-content\/uploads\/2020\/12\/InvisibleMarketing.jpg\",\"datePublished\":\"2020-11-16T16:22:00+00:00\",\"dateModified\":\"2020-12-10T16:26:16+00:00\",\"author\":{\"@id\":\"https:\/\/globalicons.com\/#\/schema\/person\/87d48d0911b4e4381c7e855e3acd93ce\"},\"breadcrumb\":{\"@id\":\"https:\/\/globalicons.com\/11-2020\/why-licensing-is-invisible-marketing-with-jeff-lotman#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/globalicons.com\/11-2020\/why-licensing-is-invisible-marketing-with-jeff-lotman\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/globalicons.com\/11-2020\/why-licensing-is-invisible-marketing-with-jeff-lotman#primaryimage\",\"url\":\"https:\/\/globalicons.com\/wp-content\/uploads\/2020\/12\/InvisibleMarketing.jpg\",\"contentUrl\":\"https:\/\/globalicons.com\/wp-content\/uploads\/2020\/12\/InvisibleMarketing.jpg\",\"width\":800,\"height\":500},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/globalicons.com\/11-2020\/why-licensing-is-invisible-marketing-with-jeff-lotman#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/globalicons.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Why Licensing Is Invisible Marketing with Jeff Lotman\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/globalicons.com\/#website\",\"url\":\"https:\/\/globalicons.com\/\",\"name\":\"Global Icons\",\"description\":\"Brand licensing agency\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/globalicons.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/globalicons.com\/#\/schema\/person\/87d48d0911b4e4381c7e855e3acd93ce\",\"name\":\"Anna Steiner\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/globalicons.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/a88f7a20a49bcbd99d9e223b9a8d5e7b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/a88f7a20a49bcbd99d9e223b9a8d5e7b?s=96&d=mm&r=g\",\"caption\":\"Anna Steiner\"},\"url\":\"https:\/\/globalicons.com\/author\/anna\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Why Licensing Is Invisible Marketing with Jeff Lotman - Global Icons","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/globalicons.com\/11-2020\/why-licensing-is-invisible-marketing-with-jeff-lotman","og_locale":"en_US","og_type":"article","og_title":"Why Licensing Is Invisible Marketing with Jeff Lotman - Global Icons","og_description":"\u201cPeople take a lot of value in brands. 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