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events like this are perfect for brand storytelling – unless companies get their messaging wrong

  • Written by Lucy Gill-Simmen, Senior Lecturer in Marketing, School of Business and Management Marketing, Royal Holloway University of London

The Super Bowl – the championship game of America’s National Football League (NFL) – stands as one of the most lucrative annual showcases for big brands. With 115m viewers watching the game last year in the US, 30-second ad spots go for a reported $7m (£5.5m). These days, “Super Bowl ads” are highly anticipated...

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