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On TV, in the 1950s, Old Gold was known for its dancing cigarette packages (women wearing white boots and Old Gold packages), which tapped in time to an Old Gold jingle

From a marketing strategy standpoint, David Aaker has emphasised the pragmatic importance of differentiation : If a brand fails to develop or maintain differentiation, consumers have no basis for choosing it over others

Kids wanted to look like their parents and other grown-ups that they looked up to

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