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You would like to think we are more creative than that, but let's remember who the actives are appealing to - primarily 18 and 19 year olds. This is a group that is extremely "market driven." Labels, tv shows, movies, songs - these are all fairly common ground for pnms. (I am generalizing and do realize there are exceptions to this) We know that no pnm thinks the XYZ's are the original Tiffany and Co nor are they trying to pass themselves off as that. They are just reaching out to their "audience" with something that they can more than likely relate to.
I don't think it is a bad or insulting idea to find a common area to appeal to new members - catch their attention, relate to them, etc. If all you do is stick with the theme and never educate them on your GLO, then you have missed the point. But, if you are using the retail/logo theme to entice and stir up initial interest so you can have a basis for other ways to interact and get to know them, then I don't see the problem.
As a high school teacher, I have used lots of techniques like this to spark interest in a topic before I delve into the facts and details. It works and does not belittle the subject matter.
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