Using THEIR Thunder

The title of Frey’s article is a spinoff of a 90’s television series that had the same name. Using a phrase that has an alternate meaning strikes readers’ interest because they already have a connection with the title. The demographics of America and the famous TV show starring Al Bundy have nothing to do with each other. Frey is not stealing the title, he is taking the popularity of it to draw familiarity and give readers a reason to dig in to the contents.

Payless is also doing this with a new line called American Eagle. Shoppers automatically think of the retail clothing brand and begin to associate the lower-line, bargain shoe store with a more expensive and reputable brand image.