W I N N I N G T H E M E M O RY G A M E 45 are destined for death because they will live most of their lives going it alone. An ingredient brand is a beneficial parasite. It cannot exist without a host. Third, ingredient brands should provide their owners with sizable le- verage. They do this in one of two ways. Sometimes, they provide leverage to the owner by offering an exclusive advantage between product or ser- vice life cycles. You can find Apple's iOS operating system only on Apple branded devices. iOS is an ingredient brand that provides Apple with a con- stant source of value as the company introduces newer and newer genera- tions of iPhones and iPads. If Apple introduces a new type of device--for example, an iCar--it can use the iOS ingredient brand as a true selling ad- vantage for the new platform. It creates leverage by ensuring compatibility and ease of use. This differs from ingredient brands that provide leverage by getting themselves included in the broadest possible mix of third-party products and services, where an ingredient brand like Bluetooth creates a positive network effect. This mode of leverage can spawn lucrative licensing