Angry Birds: Looking for new momentum

Rovio, which aims to become a global entertainment empire akin to Disney, just reported lower profits on higher game and media revenues.

Its best-known brand is Angry Birds, and despite a number of new character and mobile game introductions, including the appealing Stella character shown here, Rovio could use a new blockbuster to regain momentum.

The new CEO sees a bright future for Rovio now that the firm has embraced mobile and free-to-play (freemium) games.

Looking ahead, the long-awaited animated 3-D Angry Birds movie will be released next year, with a star-studded voice cast. Will that revive the Angry Birds licensing and merchandising momentum?

The marketing power of promotional merchandise

Can giveaways (free pens, pads, mugs and so on) do anything for a brand? Research by the British Promotional Merchandise Association indicates that recipients do feel a positive connection when they get promotional merchandise--and most are inclined to do business with the brand in the future.

Promotional merchandise is cost-efficient and can serve as a brand reminder for days, weeks or months. Think of all the free branded T-shirts still being worn years later! Or the many branded pens that businesspeople pick up and use again and again. 

There is a distinction between inexpensive branded merchandise and more expensive gifts like concert tickets and free trips, which may raise ethical concerns. Many countries do not allow pharmaceutical firms to give away valuable goods or services as a way of influencing doctors, for example. And India has announced that doctors must pay tax on freebies they receive from medical marketers, such as foreign travel.