If you need one more sliver of evidence of the value of brand equity, consider Firestone.
The "Avis: We-Try-Harder" campaign has identified the brand for fifty years in a category with no other indelible advertising identity.
In the last fifty years only the postal business has changed as fundamentally as has journalism.
My generation grew up with a steady advertising diet of “Ivory Soap. Ninety-nine-and-one-hundredths-percent pure. And it floats.”
Harvard Business Review reports that thinking outside the box has become ubiquitous in business.