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Posted On: 05/03/2017 5:58:28 PM
Post# of 3935
For the reason Speilberg created a successful film before he followed up with the Star Wars merchandising line.
Merchandise is created from the core concept (Star Wars films first, then toys, McDonald's restaurants first, then Happy Meals, Disney theme parks first. then Disney toys and clothing).
No one will recognize a GIGL frozen dinner until there is name brand recognition for the brand first. You want them to spend all this money on food and no one knows it or buys it? You want the GIGL food to sit in the grocery store freezers for 1-2 years while they build up brand recognition? It can't.
Then they wasted tons of money. You have one good shot at introducing a brand, you don't waste it. The entire concept of a brand is recognition. They aren't there....yet. But I have 100% confidence they will get there.
That's just basic branding 101. All the successful companies follow this very simple principle. A house needs a foundation before a roof. A branded company needs its core business to merchandise off of.
Merchandise is created from the core concept (Star Wars films first, then toys, McDonald's restaurants first, then Happy Meals, Disney theme parks first. then Disney toys and clothing).
No one will recognize a GIGL frozen dinner until there is name brand recognition for the brand first. You want them to spend all this money on food and no one knows it or buys it? You want the GIGL food to sit in the grocery store freezers for 1-2 years while they build up brand recognition? It can't.
Then they wasted tons of money. You have one good shot at introducing a brand, you don't waste it. The entire concept of a brand is recognition. They aren't there....yet. But I have 100% confidence they will get there.
That's just basic branding 101. All the successful companies follow this very simple principle. A house needs a foundation before a roof. A branded company needs its core business to merchandise off of.
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