Director / Editor: Victor Teboul, Ph.D.

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Could Winning Super Bowl Play be Winning Marketing Ploy?

A company’s value is often tied to the message it portrays to customers. But what happens when other companies try to take advantage of your brand? Take the Philadelphia Eagles, for instance. The American football team wants to exclusively own the phrase: "Philly Special.” That was the trick play that helped them win the Super Bowl, and the Philly Special is, by far, the most talked-about play of the Super Bowl. Watch the play here: It is a gutsy move. In football-speak, it...

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