This is going to become a index of links to postings on this site and others about how brands shoal in categories or cycle in packs as they do in the Tour de France. Its not about how different you can make a brand. Its about what a brand adds to the category.

Brand consideration baskets Blog posting Feb 3rd 2008

Brand screenplays Blog posting Jan 29th 2008

Introducing the concept of brand peletons Blog posting Nov 7th 2008