The Consequences of Brand Management

Some brands and categories that are sort of everlasting you know like whiskey for example they just you know it seems to be eternal. Then there are some fads and you talk about trends into Keto and stuff like that, Smirnoff iS was huge wasn't it or Piccardi Brieza is another example. Why does some categories seem to be consistent and other categories seem to sort of come and go yeah I think I mean most of those I mean certainly categories have moments when they're active vibrant and in culture.