[dp-tyvek]

In my (anecdotal) experience a lot of people just go for the familiar brands when buying commodity products. Surely creating brand awareness must have some kind of effect.

[colbyh]

yeah that's why I said at that scale, for this suite of brands, all marketing is brand (i.e. brand awareness) marketing.

[mrcn]

they may buy a familiar product, but they definitely buy the available product.