This is one of my favorite topics, or should I say favorite rants.

Will  your grandchild know what an OREO is, or was?  How about a Reese’s?  Our experience is that a brand has one single pivot foot and that it can move one step from the pivot foot only, much like a power forward in basketball.  Take the second step or pivot on the second foot and you are walking.

In the case of both OREO and Reese’s, their individual brand pivot foot was a form factor, not a taste.  In my opinion, both brands are walking.  OREO has so many form factors on the market now that the next generation will not know the original brand from which they were extended.  And OREO even has line extensions that are vanilla and vanilla, not even consistent with the black and white taste combo.  Makes no brand sense.   There are Reese’s now that bear neither taste nor form relation to the parent brand which is for those of you who might have never known is the peanut butter cup.   Note that I did not say “a” peanut butter cup.  Reese’s was “the” peanut butter cup.  Will it be in twenty years?

I predict that this may not end well.