In an attempt to beef up their sales, Fizzy Cola, the #2 brand, started putting cartoon characters on their cans. This strategy worked for a while but a year later, their market share was about the same as before the cartoon cans. Blitz detergent burst on the scene with a new secret cleaning ingredient and within a year they were the number one seller. Why did these different benefit drivers have very different long run results ?

benefit drivers have very different long run results?