A mind is a terrible thing to waste. Unfortunately, this is what happens to many of us because we close ourselves off to new experiences. But like the rest of our bodies, our brains grow weak if they are not regularly stretched.
The same is true with brands. Leave them on the shelf and they will grow weak. Pull them to one side and ask them to confess their strengths and they will grow strong. That’s why Mars can sell ice cream, Porsche can sell 4×4 diesel automatics and Apple can print money.