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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 50. Don’t let the pizazz outshine the brand

Marketers sometimes get so caught up in doing such fabulously creative marketing that they forget that the purpose of marketing is to communicate a message about a product or service. Many times, an ad campaign, a promotion, or an event is so spectacular, it overshadows the brand it is supposed to be supporting.

Energizer marketers often used to look out the window, down the street, at Anheuser-Busch and remind themselves not to take the same road that A-B took with Spuds Mackenzie. Spuds, the popular dog spokesman for the beer giant, became so overexposed that he became ineffective at selling beer. Spuds became an ...

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