Devoted to branding and building and protecting brands

Mick LaSalle, my favorite movie critic in the newspaper I love to hate, describes in a few words how a sequel like Spider Man 3 can fail to deliver, yet do it at little or no expense to the established brand.  Read him: http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2007/05/03/DDGE7PJ9TN1.DTL.  I can think of no other product where the manufacturer can disappoint customers and get away with it without having to pay some kind of price.  Movies can, and do, when they come in threes IF the first two products fulfilled the promise.  Spider Man 2 was a quality story, well told.  Same for  Godfather 2.  As for the number 3's in each case?  Uh, not exactly classics.  Nonetheless, the Spider Man and Godfather "brands" keep on shining.   Now consider the reputation of JetBlue before and after the February storm fiasco at JFK.  One screwup and you're screwed.