Kraft singles

Here's a ubiquitous food that succeeds because it's precisely in the center, perfectly normal, exactly the regular kind. No kid whines about how weird they are.

If you're Kraft, this is a good place to be. Singles mint money. My friend Nancy worked on this brand. It's a miracle.

If you're anyone else, forget about becoming more normal than they are, more regular than the regular kind. That slot is taken.

Most mature markets have their own version of Kraft Singles. The challenge for an insurgent is not to try to battle the incumbent for the slot of normal. The challenge is to be edgy and remarkable and to have the market move its center to you.