Crichton’s Law

The landscape is littered with dead brands. Brands that I loved growing up. (I read that Sears may be next on that list.)


Why exactly do brands die?

The easy answer is neglect. Maybe some brand director can’t craft a business case with a compelling ROI.

A more reasonable explanation is likely that successful brands are more innovative – both with their marketing and product improvements. Certainly more targeted and personalized in nurturing customer relationships.

Yet, here’s a hypothesis for you – rampant consumer A.D.D. is to blame.

Does today’s consumer just tire of a brand more quickly than ever before?

If Moore’s Law applies to technology, then let’s coin a term for brand oblivion – Crichton’s Law.


ADHD pioneer, Sir Alexander Crichton, first described “mental restlessness” in his book An inquiry into the nature and origin of mental derangement written in 1798.

And speaking of A.D.D…..

A group of engineering students from Purdue University reported that its licking machine, modeled after a human tongue, took an average of 364 licks to get to the center of a Tootsie Pop. Twenty of the group’s volunteers assumed the licking challenge-unassisted by machinery-and averaged 252 licks each to the center.

See You Next Tuesday.


Have more time?