Ever reached for a Kleenex only to realize you’re looking at a generic box of tissues and thought, “Wait, WHAT?” I’m not using a Kleenex. It’s a tissue, but your brain says Kleenex.

Bringing the Strategy & Idea to Life:Using animation, “The Big Split for College” dramatized a surprise: our mega-packs are “split-able,” with several separately wrapped... We’re long-term subscribers ...