Back in the day our neighbour had to buy her gluten-free products from a tiny and very expensive range of products at the local pharmacy. If you wanted organic products you trekked across town to a speciality store. Not so today.

As demand drives supply, competitors enter new markets and what was once a tiny but healthy monopoly can become a race to stay ahead of the competition. And so we look for ways to give customers reasons to choose us. We invite them to compare with a ‘this over that’ argument.

The best brands thrive because they are beyond compare. The loyalty and love of their customers is not just determined by what’s inside the package (quality is a given). The best brands win by creating meaning and a connection with their customers in ways that their competitors could never hope to copy.

Brand affinity, trumps brand awareness every time.