According to the New York Times, The “Peanuts” character, one of the most recognizable figures in American pop culture, is being retired after more than 30 years of appearing in print ads, TV commercials, marketing materials and on the sides of MetLife’s blimps at sports events.

Questions:
1. What don”t brand consultants like about Snoopy?
2. What type of research did met do before coming to this decision? Describe and discuss.
3. What role did social media play in this decision?
4. What was the most interesting thing that this article discussed?
5. What type of accounting issues does this raise regarding the company’s intangible assets?

Source:

Hauser, C. and S. Maheshwarioct. (2016) MetLife Grounds Snoopy. Curse You, Red Baron! New York Times, Oct. 20 (Retrievable online at http://www.nytimes.com/2016/10/21/business/media/metlife-grounds-snoopy-curse-you-red-baron.html).