Rep replacement model

We live in a world of excess. If you’ve ever gone to the corner pharmacy to grab a pain reliever, no doubt you’ve been dumbstruck by the number of choices. Scan the labels and you quickly realize there’s minimal difference in the active ingredients between name brands and value brands. It’s the art of persuasion that makes us think otherwise—the play of corporate identity, the reach of marketing dollars and our propensity to stick with what’s familiar (aka loyalty).