Sublime

Ask yourself: Why do category buyers build up networks of attributes and brands in their memories?

I am not sure I do accept God, or how God has been traditionally defined or understood.

Good should be done for its own sake and not because it is commanded by some version of religion’s God, especially since we know how often in the past religion’s God has been used for evil purposes.

side had been originally predisposed to respond in a particular way to the problem posed by our existence and reject other solutions, another example of how we bring ourselves to the table whenever we debate these issues.

Humans began feeling solidarity with these large communities (thousands of other people living in small groups nested within larger groups) held together by the glue of common cultural knowledge. This form of social organization is not a hive or a troop but a tribe.

a key aspect of what is entailed by being different from the majority: you become accountable, you have to explain yourself.

Design for the category – Your CBM measurement instrument should be one that any brand in the category could use. In the next chapters, we will talk about what this means for areas such as screening for sample inclusion or creating brand lists. 2Analyse for the buyer – The difference between buyers, most relevant to growth and CBM tracking, is not

a discomfort with uncertainty that impels a compulsion to explain or account for every mystery under the sun.

different naming protocols that influence whether category buyers transfer the retailer image to the PL (retailer co-branded like Sainsbury/Sainsbury Taste the Difference or…

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