Hey Jared - The illusion of differentiation is central to branding in commodity categories, which represent billions. There is a story - probably apocryphal - in which the CEO of Coca-Cola said that if tomorrow every factory burned down, they would okay. But if tomorrow everyone forgot what Coca-Cola meant, they would be out of business. Also - you are wrong that shampoo branding is not about anticipation. The reason shampoo advertising also features the obligatory shower=refreshment scene is precisely to build erotic, anticipatory energy.
Hey Jared - The illusion of differentiation is central to branding in commodity categories, which represent billions. There is a story - probably apocryphal - in which the CEO of Coca-Cola said that if tomorrow every factory burned down, they would okay. But if tomorrow everyone forgot what Coca-Cola meant, they would be out of business. Also - you are wrong that shampoo branding is not about anticipation. The reason shampoo advertising also features the obligatory shower=refreshment scene is precisely to build erotic, anticipatory energy.