Reinventing the brand-building wheel
For many years, marketing was considered a dirty word in television circles. Creators and dealmakers alike rebelled against the adoption of ideas and jargon formulated in the world of fast-moving consumer goods. But today's crop of TV execs knows that a coordinated brand strategy is the key to maximizing the potential of any asset - whether it's a character, show or channel. And just as important, they know that creativity and marketing aren't mutually exclusive.
March 1, 2003
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