Brand Stretching…Is It Ever Smart?

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Great cartoon on one of the greatest perils facing marketers… Why is brand stretching and the related tactic of line extension so dangerous? Well, basically it comes down to positioning. A brand can only occupy ONE space in the mind of the consumer. McDonalds means “hamburgers”… …it can’t mean “pizza” as well (although, of course, […]

Marketing And Movie Trailers – The Debt

This trailer for the new thriller “The Debt” caught my eye…   I’m a big fan of Daniel Silva’s “Gabriel Allon” novels, so the Israeli angle grabbed my attention… …along with an absolutely top-notch cast. Let’s go through our trailer effectiveness review… A – Attention “We should never forget how young they were”.