In the commercial production business, they talk of “practicals.”   A practical is that a cowboy or Indian in the 19th century should not be wearing a wristwatch or the sun should not be shining in the window at night. I saw what I consider a “practical” last night for media planning.   Chick Filet ran an [...]

No one yet knows the long term effects of the plethora of line extensions by major brands over the last few years. I  suspect that the brands which were either form factors (Oreo’s), or named for form factors (Wheat Thins) or both (Alka Seltzer) will suffer the most from line extensions that departed from their [...]