I went shopping for tooth paste today.

As a human being, I hated it.  As a so-called brand marketing expert, I was disgusted.

The major brands and companies have so jumbled and confused this category that it is impossible to shop with either precision or brand loyalty.  Even if you found an individual sku that you liked, you would never find it again.

I have no idea what the whole idea behind Crest is anymore.   It could be any one of a dozen things, but even then none of them would be the “whole” idea, just part of it.  In what way is Colgate different from Crest, or what is even the name of Arm & Hammer’s toothpaste?  The multiple sku’s in each line with different reasons for being create a situation where” each brand differs from itself” more than it differs from other brands.

You know of best “practices studies.”  Well my friends, this is the absolutely “worst practices” study that I have ever seen.