“And no bunny, no matter how cute, could compete.” Price does matter. For the consumer placing the generic brand of batteries in their trolley, “Let’s try this one and see if it’s any good.” All exclusive brand messages are down the toilet!

At the pharmacy, the chemist asks me, “Do you want the generic no-brand?” When I ask what’s the price of the Big Pharma brand product compared to the other, immediately the cheaper brand was accepted.

People’s wages haven’t gone up much. Food & grocery prices have gone up too much. Every dollar saved is important!