Toothpaste seems like your basic commodity product. After all, toothpaste is toothpaste. So how do you stand out in an overcrowded market? One way is to state a benefit. Another way is to appeal to authority. Let’s look at two classic toothpaste campaigns — Pepsodent and Crest — to see how these approaches work. They can also teach us how to make a brand memorable through rhythm, rhyme and repetition. You might call them the 3R’s of branding. Learn more in the video.