44 BRAND REAL of branding an ingredient that doesn't tip the scale for the host and can't be leveraged broadly? There is none. To create a successful ingredient brand, you must satisfy three criteria. First, the brand must make a distinct contribution to the brands that include it. Ideally, the brand is associated with a single attribute. Toll House Morsels taste better. Clorox bleach promises whiter whites. Narrow, focused associa- tions work better for ingredient brands than broad, fuzzy associations. However, the narrowness with which we think about ingredient brands is also a potential hazard that is best illustrated by "Intel Inside." Back in the 1990s, consumers had been conditioned to believe that the best computers had the fastest processors. As an ingredient brand, Intel guaranteed speed, and consumers were willing to pay a premium for it. More recently, how- ever, devices have changed. PC sales have tapered off significantly as con- sumers rely more on their smartphones and tablet devices. The relationship between performance and processor speed is a lot less clear. Instead, consum-