ABSTRACT
This chapter concerns uniformity and regularity. The reader may be surprised that such words could ever be used to describe matters as naturally erratic and subject to the vagaries of competition as the marketing and advertising of a brand. The previous two chapters were devoted to the most important factors that shape a brand from its conception to its maturity; and although there are a respectable number of consistent and generalizable underlying patterns, these are far short of anything deserving to be described as uniform and regular.
