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Mindshare

This Friday New York Times column is another reminder that brands are more than a collection of product attributes and functional consequences.

The author, Wendy McLeod, has composed a paean to the brands of her youth, some of which are long gone but which still hold a place in her heart.

For her, the list includes Vick’s Vap-o-Rub, Right Guard, and Noxzema.  Vick’s resonates with me – I might also add  Salem cigarettes and Mennen Skin Bracer to the list.

The childhood memories of brands should not be underestimated.  There are often weighty psychological attachments there that transcend rationality and consciousness.