This outlines a brand strategy centered on establishing a fixed core while allowing everything else to be flexible and changeable, using the Japanese snack company Ginbis as a prime example.

This approach argues that explicitly defining the unchanging essence—for Ginbis, this is taste and quality—provides the stable foundation necessary for the company to pursue bold innovations like online shops, celebrity collaborations, and entertainment events.

It explains that a strong brand is built upon delivering a consistent "pleasant memory" through reliable product experiences, and then utilizing new ventures to repeatedly trigger and reinforce that memory, ensuring customer loyalty and sustained engagement across generations. This duality of consistency and flexibility is presented as the secret to building a powerful, enduring brand presence.