Actor Daniel Craig poses during a photocall for the new James Bond film "Spectre" in central London, Britain October 22, 2015. REUTERS/Stefan Wermuth
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Brand Bond thriving on cocktail of edgy and classicalIn his five decades seducing cinemagoers, James Bond has foreshadowed social revolutions and the rise of multinational terrorist organizations, turning into a popular culture icon along the way.Experts put Bond's longevity down to an age-old fascination with glamour, but also to the imagination of author Ian Fleming, who foresaw great upheavals in social attitudes and geopolitics when he created the character in 1953 .Craig has been credited with improving the brand's image by exploring the complexities of Fleming's character.Fleming had described Bond as a "believable man," Watt said.Although a homage to the traditional superenemy of Bond's past, the SPECTRE group plays on very modern fears, helping the franchise remain relevant, Watt said.
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