Psychologists talk about “magical thinking” in children. It’s kids’ ability to believe they really are flying or chasing dragons or have morphed into Power Rangers. Marketers seem to have their own equivalent.

London UK, Aug. 25, 2015 — As but one case in point, Budweiser, long the runaway #1-selling beer, saw its sales-slide begin around 1989. So, at what point did the brand make major changes to its marketing to alter its downward trend? Just this year. That meant 25 years of unrealistically believing its unchanged marketing strategy would somehow start working again. That’s a lot of magical–and dangerous–thinking.

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