The Double Jeopardy Law

When you're a big company, you benefit from your bigness because easiest way to make a billion dollars is to be a hundred million air. And there is a cumulative advantage to your size in many, many ways. So one of the big things that an old brand has to do is reinvigorate and come up with novelty and new things so it doesn't feel stale. Gordon's gin did a beautiful packaging reinvigoration refresh recently. They just made it feel lively and alive."