Eat Your Greens

‘thinking is to humans as swimming is to cats; they can do it but they’d prefer not to’. As such, the brand’s primary role is to reduce the cognitive burden. Whether it’s simplifying choice, signalling an identity or communicating a position everyone can grasp, the brand is a tool for simplification.

competitive advantage.

The largest financial payback comes from communicating with light and potential future buyers who know and think less about the brand. As such, broad reach is more effective than targeting heavier buyers the company invariably holds more data on.

Holt, DB. How Brands Become Icons: The principles of cultural branding. Harvard Business Review Press, 2004

pizza delivery) ought to think very hard about it. Take on-demand laundry start-up Washio, which was soon competing with Cleanly, FlyCleaners and other on-demand laundry apps with the same technology. With little else to differentiate it, Washio found it hard to stand out, and closed in August 2016, despite raising $16.8 million. One way of thinkin

over 80% of Dove’s buyers bought the brand at the rate of once a year or less. This group turned in more than half of their sales! So, despite being highly differentiated, the shape of loyalty in Dove’s customer base remained normal, and the brand grew not by developing exceptional repeat buying from existing customers, but mostly by attracting new