It’s common wisdom that technological leads are always short-lived. They are. But a “great video” advantage isn’t technological. Entertainment value and quality video are not commodities. An entertainment advantage builds a business brand in a way that’s not easily overcome.
Brands are proprietary. Once we establish formats and personalities that work for a brand, they’re ours to grow. Nobody can steal Lady Gaga’s video image. Nobody can steal Blend-Tec’s Blender brand identity.
And nobody can steal Bounty’s white-nerd-scientist-paper-towel-rappers. “Would they want to?” is an open question, but hundreds of thousands of people have watched each video in this series– and they’re pretty cheesy/funny/catchy.
Millions of voluntary exposures to a strong, well integrated message? I’d call that a nice competitive advantage for Bounty.