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With stories ranging from Disney on Ice and Feld Entertainment, to Calvin Klein and Warnaco, to Ralph Lauren Polo and Lancôme, Lisa offered our listeners on BrandMoney a wealth of examples about how great brands use third party manufacturers to extend their brands via licensing.

Lisa who is currently writing a book on branding in China also revealed how cultural differences have cause the Chinese to treat the protection of brands and intellectual property in a distinctly different way than most westerners.

Lisa Merriam is a brand consultant who has made a career of helping companies build and manage brands. Her expertise includes brand strategy, brand naming, brand identity, brand launch, copy writing and video production. Clients include multinationals like ExxonMobil (post merger strategy and product positioning, naming, design), Johnson & Johnson (positioning and design for 2008 Beijing Olympic Games), and ADP (researching the small business market and repositioning and describing products for that target), but also over a hundred small entrepreneurial firms.

Prior to starting Merriam Associates, Lisa was Director of Brand Strategy at McCann-Erickson’s FutureBrand consultancy. She worked with clients as diverse as McGraw-Hill, D&B, UPS, and Exxon Mobil. Prior to that Lisa held the position of Marketing Director at E Ink Corporation, an MIT start-up and was Vice President of Marketing for CENUS Corporation, and Internet technology firm spun out of the University of California. She began her career selling advertising space and syndicated data at Downey Communications, a family-owned company.

 

To learn more about brand extension tools that can help your business click here.