“Back in the days, epic battles raged on MTV: Michael Jackson vs. Prince for King of Pop, Pepsi vs Coca Cola for the global soft drink empire. For all practical purposes Jackson struck a $5 million deal with PepsiCo that would shatter the record for celebrity endorsements and set the bar for every integrated marketing campaign to follow. While the King of Pop would demise slowly, the reality of brand marketing catched up all the quicker. ”