Chapter six:
Deep Thoughts

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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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Character Study

Take a minute to think about the Trix Rabbit. Not easy, mind you. He’s just an advertising image, a means to sell cereal to children…

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Problems Worth Solving

Most new products are originally designed to serve a functional need. Marketers are brought in—often after the fact—and charged with fashioning a veneer…

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Brands with Character

As she struggled to revamp Georgia-Pacific Corp’s Angel Soft toilet tissue in 2003, Jill Mattos had to reckon with the angel problem. It seemed like…

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Pepsi Enlists Canine Help

The North American division of the Pepsi-Cola Company is going to the dogs – to a dog, more specifically – to help stimulate sales of

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