Keeping Legacies Relevant Through Ideation

Susan Brandt is the President of Licensing and Marketing at Dr. Seuss Enterprises, a company that’s been protecting the integrity and genius of the Dr. Seuss book collection. While the creativity and magic of Dr. Seuss has spread to different areas besides literature, Susan sets strategic direction for property and oversees any business involving Dr. Seuss. From entertainment like film and television to publishing and accessories, Susan helps keep Dr. Seuss Enterprises authentic.

Four Questions with Susan

1. Do you have specific rituals for re-setting your team to be creative?
We try to approach each project or planning session uniquely. We look at all ideas and if it’s a good one we'll make it happen. We never stop an idea because it seems impossible – we have no boundaries when it comes to ideation.

2. How do you identify trends? What resources does your team use to spot trends and consumer insights?
We use a myriad of resources to spot trends. We subscribe to some services and work with partners across the globe whose job it is to know what's out there. We also like to go to the marketplace to see with our own eyes.

3. What is the biggest challenge you face when innovating?
Dr. Seuss is no longer with us so aside from finding lost stories for new content, our biggest challenge is to take his body of work and continue to look at it in fresh and innovative ways. We don’t adapt to fit in - we remind each generation the genius of Dr. Seuss. His body of work is relevant universally.

4. Looking to the future, how is Dr. Seuss Enterprises going to be a leader in innovation?
Every generation should have the opportunity to experience Dr. Seuss. Our challenge is to continue to introduce each generation to the mind of Dr. Seuss. His stories and creativity is something you can pass on through generations and continue that legacy.