Retail Merchandiser - November/December 2016 - 36


The Ohio State University
erything and exploit it," Van Brimmer says. "It's to help the
licensee, whether it's a database issue or an approval issue or
understanding our brand limits."

Planning Ahead
Ohio State will continue to look for strategic partnerships
and marketing initiatives that can help drive its business
as it matures, Van Brimmer says. However, "There are less
licensees in our business than there have been in a while,
[due to] consolidation," he says.
But less is better, Van Brimmer says, since it allows the
university and its licensees to be more in strategic alignment. "As our business
evolves and matures, we
Marketing Results Ltd. talk about that a lot," he
Marketing Results Ltd. is a manufacturer/
says.
licensee of Ohio State retail products
"It's not, 'Let's print up
based out of Columbus, Ohio. From our
a bunch of stuff and see
"homegating" items to our new home d├ęcor
if it sells,'" he continues.
line, MRL provides Buckeye fans everything
"It's about asking our
they need as they cheer on the Scarlet and
Gray. Our current family of licensed retail
licensees, 'What do you
product partners includes the NFL, collegiate
see coming and how can
organizations, Coca-Cola and Kodak.
we help?'"

36

OSU.indd 36

RETAIL-MERCHANDISER.COM

Ohio State also is in the process of developing a new fiveto 10-year plan, Van Brimmer says. "We're looking at the
way we're doing business right now, and watching how business changes," he says, noting that the university has done
this over the last 30 years.
The process involves looking at the way Ohio State does
business and how the industry has changed, Van Brimmer
says. "We pull those things out after a few years and say,
'Here's our five- to 10-year plan from 10 years ago,'" he says.
"We're surprised how many of those things that we did,"
he explains. "We're going to continue to adhere to good
business practices." O

November/December 2016

11/9/16 3:19 PM


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Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2016

Contents
Retail Merchandiser - November/December 2016 - Cover1
Retail Merchandiser - November/December 2016 - Cover2
Retail Merchandiser - November/December 2016 - 1
Retail Merchandiser - November/December 2016 - 2
Retail Merchandiser - November/December 2016 - Contents
Retail Merchandiser - November/December 2016 - 4
Retail Merchandiser - November/December 2016 - 5
Retail Merchandiser - November/December 2016 - 6
Retail Merchandiser - November/December 2016 - 7
Retail Merchandiser - November/December 2016 - 8
Retail Merchandiser - November/December 2016 - 9
Retail Merchandiser - November/December 2016 - 10
Retail Merchandiser - November/December 2016 - 11
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Retail Merchandiser - November/December 2016 - 13
Retail Merchandiser - November/December 2016 - 14
Retail Merchandiser - November/December 2016 - 15
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Retail Merchandiser - November/December 2016 - 18
Retail Merchandiser - November/December 2016 - 19
Retail Merchandiser - November/December 2016 - 20
Retail Merchandiser - November/December 2016 - 21
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Retail Merchandiser - November/December 2016 - 24
Retail Merchandiser - November/December 2016 - 25
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Retail Merchandiser - November/December 2016 - 27
Retail Merchandiser - November/December 2016 - 28
Retail Merchandiser - November/December 2016 - 29
Retail Merchandiser - November/December 2016 - 30
Retail Merchandiser - November/December 2016 - 31
Retail Merchandiser - November/December 2016 - 32
Retail Merchandiser - November/December 2016 - 33
Retail Merchandiser - November/December 2016 - 34
Retail Merchandiser - November/December 2016 - 35
Retail Merchandiser - November/December 2016 - 36
Retail Merchandiser - November/December 2016 - 37
Retail Merchandiser - November/December 2016 - 38
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Retail Merchandiser - November/December 2016 - 40
Retail Merchandiser - November/December 2016 - 41
Retail Merchandiser - November/December 2016 - 42
Retail Merchandiser - November/December 2016 - 43
Retail Merchandiser - November/December 2016 - 44
Retail Merchandiser - November/December 2016 - 45
Retail Merchandiser - November/December 2016 - 46
Retail Merchandiser - November/December 2016 - 47
Retail Merchandiser - November/December 2016 - 48
Retail Merchandiser - November/December 2016 - 49
Retail Merchandiser - November/December 2016 - 50
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Retail Merchandiser - November/December 2016 - 60
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Retail Merchandiser - November/December 2016 - 62
Retail Merchandiser - November/December 2016 - 63
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Retail Merchandiser - November/December 2016 - Cover3
Retail Merchandiser - November/December 2016 - Cover4
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