How do you create a brand with a commodity product? Do something different that stands out and is memorable. When was the last time you noticed the perforation on toilet paper? Probably never. Soft or rough. One-ply or two-ply. Patterned or white. These are product attributes, not expressions of the brand. But the perf? That’s a real opportunity. Normally it is straight across, as most perforations in our society are. But I came across one that was wavy instead. This creates something memorable about this product. If the product also works well – in the case of toilet paper I going to remember if it is soft – then I will tie those two things together. Now if I only knew the name of this soft, wavy-perfed toilet paper.