Beyond that, sequels, of course, have long been the stand-in for brand names in features. In television, series can last almost long enough to qualify as a brand name. Spin-offs are a more proper example of brand name expansion applied to entertainment. Most entertainment, however, does not come pre-sold. Marketers in other industries measure consumer awareness over a period of years and roll out product introductions gradually.
Brands grow into multiple products and evolve over time.
The marketers of Sling Blade had no such history on which to draw. Often, we will. And that earns marketing awards for doing it the hard way. At least, not if making money is the goal. Charles B. Slocum is director of Special Projects for the Writers Guild.