Think before you link…

Keith Lucas looks at the dangers of alienating existing consumers with inappropriate product tie-ins.

Think before you link…

Keith LucasLucasbrand

WHAT DOES the man who plays a Steinway Concert Grand drive to the concert? Would you be surprised if it were a shiny black BMW 7-Series? Probably not. Now, what about the driver stepping out of his Bentley Continental, what do you suppose he's wearing on his wrist? A large and impressive-looking Breitling perhaps?

Some brands seem made for each other, and mutually reinforcing shared values seems natural. Others leave you wondering just what they were thinking. Can anyone, for example, make any sense of the ‘Aston Martin Edition’ of the ‘Nike...

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