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talk about irrelevant attributes!

So you run a business that’s illegal in many places, and are prohibited from advertising. Not a problem. GoldenPalace.com, an Antigua-based gambling web site has made an art out of garnering publicity by pulling off wierd stunts. You’ve heard of them – they are the folks who paid $28,000 on eBay for a grilled cheese sandwich that some think looks like the Virgin Mary. They’ve made a bunch of other oddball purchases – like a haunted walking cane and a former stripper’s silicon implants. Does any of this make sense? Sure – to get the kind of buzz these stunts have generated with paid-advertising would have cost a fortune.Isn’t this an amazing example of what we call a parallel offering, in which a company differentiates itself not on the basis of what they do, but on the basis of something that goes along with it.

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