A few years ago, certain bakeries started selling the top of muffins because so may people prefer them.  Problem was, no one could own the idea.
That brings me to the Edge™ brownie pan, where an entrepreneur figured out how to make a pan that would bake brownies all of which had at least two edges, [...]

“You don’t need more sleep.  You need more coffee.” is a new billboard campaign for the am/pm convenience store chain.  This is an excellent example of using advertising to build behavior.  Unfortunately it builds category behavior rather than brand behavior.  You can respond to this ad positively and stop and get coffee at any number [...]