MTV Case Study: Licensed Product Strategy

Case Studies

MTV

Positioning

Licensed Product Strategy

A powerful entertainment brand does not automatically translate into relevant product. MTV needed to reconnect its core brand idea with contemporary youth culture, retail expectations and commercially viable product direction.

Cool is useful. Commercially relevant cool is better.

Problem

Core brand idea lacked alignment to product positioning, requiring contemporary relevance and retail viability.

Approach

Product positioning and design direction aligned to the global core research and youth culture.

Outcome

Stronger category presence and retail engagement.

"Harriet understood how to interpret he energy of the MTV brand while making it commercially relevant for product and retail. The result was a clearer product promise, product placement and wider category engagement."

Nickelodeon

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