Brand and Investment Are Time’s Compounding Force

Traffic solves the problem of "buy it, buy it, buy it"—that is, discounts and purchases. Brand solves the problem of "love it, love it, love it"—that is, repeat purchases.

The essence of consumer goods growth is consumers' explicit demand by name. They need a reason to choose you over others. If that's not achieved, getting trapped in price wars, promotional wars, and traffic wars is only a matter of time.

When you consistently build your brand—repeating it again and again, investing resources in core value and capabilities that can be sustained long-term—the compounding effect eventually kicks in, just like with investments.

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