Similarly, there’s a tipping point that occurs for a brand when it goes from locally common to ‘globally’ common. Market saturation occurs to the extent that a brand is stripped of novelty and no longer perceived as “cool”.
The giant beer brands currently under fire from craft breweries know all about this. To combat their loss of market-share, the big brewers have adopted a strategy of acquisition (and mass distribution) of said craft beer brands. What Big Beer doesn’t realize is that the novelty-loss tipping point has already begun (guilty by association) for their newly acquired craft beer before the ink is even dry on the deal.
The rogue wave lying in wait however, is that tipping point when everyone realized that everyone knew alcohol was toxic.