P&G may have cemented “The Line” in marketing vernacular back in the 60’s but it’s long since time to let it die a respectful death. “The Line” was intended to divided the realm of awareness or brand focused marketing and that of interest and/or behavioral-focused marketing such as direct marketing, collateral, POS and promotion. One was a long-term capital investment in the brand, and the other a near-term expenditure designed to