Booze Is Like Vacation
I recently visited with a friend who had just returned from a vacation in Portugal. We sat and had lunch while he told me of his adventures. When I asked him if Portugal was a wonderful place he said, "Yes, amazing." When I asked him if he planned on going back any time soon, he said, "No, too many other places I want to see."
Brand managers, this is why selling a brand doesn't work at K&L. It might be the best brand in the world, but there are still too many other places people want to see.