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....