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1. With reference to the discussion of explosive self-generating demand, describe a current movie that would lend itself to buzz-creation efforts and another that would not. What’s the difference between these movies that makes only one amenable to buzz-building efforts? 2. Assume you have just started a new company that is in the business of creating brand names for clients. Your first client is a company that plans to go into business to compete against Dunkin’ Donuts. However, the company’s unique advantage is that its donuts are made with a fat substitute and hence are fat free. The client wants a name for its future donut shops to convey that its donuts are fat free but tasty. Create two names you consider appropriate and justify the logic underlying each.



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