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So, we’re beginning to enter the dog days of summer, when thoughts turn to family vacations and fun in the sun. We’ve long since stopped worrying about fitting into our swimsuits and now just want to enjoy the surf. In fact, we’re right in the thick of summer movie season with one of the most anticipated movies of the year due on our doorsteps this week. Hollywood has a lot riding on the success of the latest Batman movie, having dropped at least $250 million into making the film. And that’s before marketing expenses. Unfortunately, I see a lot of businesses taking a similar, “Hollywood blockbuster” approach to their marketing, putting all (or many of) their eggs in one basket and hoping for a monster hit. But is that the right approach? Let’s take a look.