Why is the movie "The Lone Ranger" not pulling the expected numbers at the box office. It is an OK movie-not bad, not good. And yet, dissapointing returns.
In our view, it is because Johnny Depp. a proven box office draw is a sidekick and not the star. Consurmers want to get their money's worth.
They feel short changed since Depp is not the star.
If the movie were called Tonto, and Depp were the star, the results would have pleased the folks at Disney much more
What many people fail to realize in marketing, is that consumers need to feel that they are getting good value for their dollar. They will tend not
buy an item, now matter how hard it is pushed at them, if it does not feel like a good buy, Businesses need to understand their brand from the
consumers point of view. They need to offer "Brand Reasoning", a concept originated by Schollnick Advertising.
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