Ketchup is ketchup, so why does the Heinz brand mean so much? [Title]
"Ketchup is weird, Malcolm Gladwell observed a few years back. It is served alongside mustard, but while mustard is a highly diverse product category, ketchup, as we all know is, well… ketchup.
Yes, it is, essentially, a type of tomato sauce, but it isn’t part of that highly diverse category either. Tomato sauce lives by a completely different set of rules.
So if ketchup isn’t like mustard, and it’s not a type of tomato sauce, what is it then? Ketchup is ketchup. Ketchup is weird. Ketchup is magic. And Heinz is its magic brand." [ - continued at http://www.thedrum.com/opinion/2013/03/01/ketchup-ketchup-so-why-does-heinz-brand-mean-so-much]
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