Complacency in any successful brand i.commonplace, while innovating to make a brand more successful is always the challenge.Topps Card Company found itself not keeping up with the digital world, the brand suffered and change was afoot. In stepped a new ownership group led by former Disney Head Michael Eisner and the result has been more interest in the card company and now more innovation. The company, in addition to reinvigorating its traditional trading card brand has looked to create some fun in the digital world, launching “Back on Topps,” an Eisner created relatity show about a pair of brothers and the unsual goings-on at the world's most recognizable trading card brand. The idea of using the digital space wit.the traditional brand got Topps some great media coverage, including the New York Post and the New York Daily News this past weekend. and can open the brand up to a younger crowd more interested in online than in card collecting.
Some other good reads…The complete Forbes Sports Business series is now available at Forbes.com…Media Post had a good piece today on how Jenny Craig has diversified and will now use the Clippers Baron Davis in their campaign, showing his offseason training schedule that included Jenny Craig products…and the Financial Times has a good profile o.Birmingham City Managing Director Karren Brady.
