TOTAL LICENSING
the more sponges you will have!! Be- good if we’ve all got forever for these
Don’t forget that
fore you know it you will start absorb- creative nuggets to pop along but if
for readers of Total
ing inspiration from all around you, you need to speed things up a bit by
Licensing Laura is
quite often when you least expect it! deliberately dipping into your inner
offering a completely
When this starts to happen – enjoy it creative hub here’s an idea by Thomas
FREE no obligation
and feed it. Flick through that maga- Edison I like to pinch!
business coaching
zine which you would never normally * Relax in a comfy chair.
session. So go on and
look at, shop somewhere different * Dangle you hand over the side hold-
pick up the phone,
from your usual haunts. Take the latest ing a couple of marbles or similar.
what have you got
completed the design you take a mo-
Lloyds Bank commercials; the anima- * The theory is, as soon as you start
to lose? Your only risk
ment to remove the character all to-
tion is beautiful and engaging, full of to drift off towards your creative in-
is spending half an
gether. Even with the character miss-
ideas and detail. The sound track alone ner whatever’s in your hand will crash
hour talking about
ing you should still be able to identify
has become the most unlikely source to the floor waking you up, giving you
yourself…
which character this design is for.
of inspiration for a highly successful enough time to grab the creative in-
This tip goes hand in hand with step
dance track for clubbers everywhere spiration that may have been lurking
Contact
one, if the personality and essence of
– someone’s creative sponge was in there!!
Laura Ashley-Timms at
the product is right, even without the
working overtime. I don’t suggest you try this in the of-
Notion Limited:
character, you are pretty much there.
fice but it might just be worth a go!
4. Move it Forward
Tel (UK)
3. Make Room for Visual
As I mentioned the importance of a 6. Have Fun!
0845 456 8217
Sponges!
character’s DNA is crucial when cre- When we are wrapped up in a world
(International)
Once you’ve really got into step one
ating product. Once we’ve mastered of revenue and bottom line figures it
+44 (0) 1926 889885,
for all your characters this point tends
capturing this on product the next is sometimes so easy to forget how
Mobile
to follow on quite naturally. All of a
challenge is how we move it forward privileged we are to be working in
+44 (0) 7968 164083
sudden your creative unconscious
every season. It would be a retail dis- the field of characters and storytell-
laura@notionltd.com,
creates a special space for “visual
aster if we risk rolling out the same ing where the baddies always get their
www.BusinessCoaching.
sponges”.
product as last year! – Our consumers comeuppance and on the whole the
co.uk
The more characters you work with
would never allow us to get away with good guys all live happily ever after!
such a thing! Updating a best seller is Give yourself permission to have fun
Laura has over 15 years experience
like being asked to master the balanc- – seriously – just adding this as an in-
at senior levels in the Licensing, Retail
ing act of maintaining a character’s gredient to all the points above make
and Marketing sectors working in UK,
Europe, USA and Asia. In addition to her
core values but at the same time de- the whole creative process flow much
wide business experience, Laura has
veloping something new. easier.
been coaching for over 16 years. She
One way to do this is to keep check- The beginning of this article stated
is a Licensed Business Practitioner of
ing you don’t lose sight of those char- – if you want great product you need
Neuro-Linguistic Programming and an
accredited member of the Coaching
acters core attributes but continually great design. – All the points above
Academy. Throughout her dynamic career
ask yourself a the following questions: will help to get you there – If it’s great
she has developed a unique insight into
Are we innovating? sales you’re after what have you got
what it takes to succeed in a variety of
Are we entertaining? to lose!
different situations and environments, and
is passionate about the role that business
Are we surprising?
Next steps – taking Action
coaching can play in encouraging you to
Are we challenging?
create and seize opportunities and to
• Just for today try asking for help
Are we being different?
grow profitability.
• Be honest and identify areas where
This way we ensure that we don’t
you do not perform to the highest
Marshmallow Creative is an international
stand still and we move our products
standards
design agency specialising in Children’s
forward.
product development for the licensing
• Do some research and seek out
industry. They are passionate about
5. The Big Soak! genuine experts who have great track
their design with an approach that is The expectation of being the creative records
playful and innovative. Working within
whiz kid every season is never going • Pick up the phone and set up a meet-
Marshmallow is a team of highly creative
to be easy so be kind to your crea-
illustrators, product and graphic designers
ing with them - You have nothing to
focussing on their specialist areas of Ap-
tive brain. Allow some soak time, after lose and might not only make your life
parel, Accessories, Stationery, FMCG and all have you ever had your best ideas easier – you may also put yourself on
Home product design.
when you are drifting off to sleep? This the fast track to success!
To find out more about Marshmallow or
is true of most of us and for some the
to discuss how their creative knowledge
If you want to guarantee your suc-
of the licensing industry can drive your
secret of our most creative work. For cess then don’t forget to sign up for
product development forward contact: a moment we are dipping into our “Change Momentum” my Business
Michelle Sommerville at Marshmallow
creative unconscious, this is the point Tips newsletter, straight to your desk-
Creative: Tel +44 (0) 7813 022 486,
when we are at our most relaxed.
michelle@marshmallowcreative.co.uk
top every fortnight for FREE! Just log
www.marshmallowcreative.co.uk
Like dipping marshmallows in choco- onto
www.BusinessCoaching.co.uk
late I like to think! That’s all well and and sign up.
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