Kai Risdahl

You talk to a person in this piece who remembers the cottage cheese craze of some number of years ago, and you close with this kind of amazing line, right?

Because cottage cheese has thankfully faded from the public memory.

You say, our appetites change faster than the systems that satisfy them.

I mean, protein maxing will eventually die out, but people are making these big investments.

Right.

The cottage cheese analogy was really interesting to me because I remember that craze.

With cottage cheese, the industry did not immediately pivot to cottage cheese production, which turned out to be pretty wise because, as you say, cottage cheese is not all that popular anymore.

These trends happen.

They happen online.

They move at the speed of light.

But moving real products in the real world takes way longer.

Yeah.

All right.

I have to go finish my shake.

That's all I'm saying.

Ellen Cushing at The Ellen.

Ellen, thanks so much.

You don't have to be a marketing genius to know that brands are everything.

Companies, people, radio programs, even cities.

And it turns out there's been some drama in Huntington Beach, California, over its brand ecosystem.