Chapter six:
Deep Thoughts

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The Scrooge Effect

I read The Economist, and I generally agree with their point of view, especially on matters of business and finance. A couple of months ago

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Being Juan Valdez

You know Juan Valdez: He’s been the rugged, mustachioed icon of Colombian coffee since 1960. That’s when a Madison Avenue ad agency, realizing the potential…

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Who Do You Love?

There were compelling reasons to send Juan Valdez off to the old folks home for advertising ex-celebs. The fictional coffee-growing icon had been featured in…

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Mascot Makeover

When Pepsico wanted to differentiate its Mug root beer from competing products, it called David Altschul, the co-founder of a small marketing firm called Character…

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The Story of Os

More than 60 years ago, Cheerios were introduced to a cereal aisle far less abundant with choices than the one we know today. Cheerios …

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Something Fishy This Way Comes

Move over, cast of “Four Kings.” Make way, Carrie, Samantha, Charlotte and Miranda. Step aside, Four Seasons. Here comes a quartet of snack-cracker characters to…

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Character Longevity

The corner of Madison and Vine is littered with the bones of characters whose handlers thought they could “contemporize” them to make them more relevant. 

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