Building The Brand Through Natural Integration

The author, one of the founders of World Wrestling Federation Entertainment, describes how an integrated marketing approach has grown and benefited the company.

Building the Brand Through Natural Integration

Building partnerships helps to reach more consumers

Linda E. McMahonWorld Wrestling Federation Entertainment, Inc

Our loyal fans will readily tell you that the World Wrestling Federation is unlike any other form of entertainment. That uniqueness extends to the company behind the brand, World Wrestling Federation Entertainment, Inc. Unlike many other media content providers, WWFE has experienced tremendous growth through natural integration. Our brand is something that we market across all internal platforms, including broadcast and cable television programs, publications, Web sites, and live events.

How did that marketing strategy take shape? To us,...

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