That kind of thinking was pervasive throughout the industry. It resulted in a flood of products that consumers simply didn't want or need. This kind of proliferation is harmful. It makes it harder for consumers to find the products they want. And it blurs the distinction that sets great brands apart.
Consumers get frustrated and their loyalty fades.
We also increased our use of trade and consumer promotions, another damaging trend. Twenty-five years later, that had more than reversed. It was crazy. And by spending so much money on promotions, we were funneling resources away from the basics. Away from product, away from advertising, away from trial.