Natural partners bring unexpected bonuses

Rory Sutherland considers the principle of complementarity, which though powerful, often works at the category level, not at the brand level.

Natural partners bring unexpected bonuses

Rory Sutherland Ogilvy

Rory Sutherland pushes the principle of complementarity to its logical conclusion: category not just brand promotion

UNTIL 1993,when I first travelled to the US, I was one of the least valuable consumers of cola in Britain. This was not because of price or availability (I grew up in a self-employed family where wholesale crates of Coke littered the house). No, my Damascene moment happened when I found the US does not share the European belief that ice is a luxury good, to be supplied sparingly if at all....

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