| As you leave the hospital, Procter and Gamble | | | | convenience-or pure expedience-over anything even |
| considerately will provide you both newborn Pampers, | | | | slightly more noble and principled. By your third |
| their upscale brand, and Luvs, the bargain brand which | | | | sleepless month, you perfectly will understand the |
| claims to out-perform its more expensive rivals. In fact, | | | | wisdom of choosing strictly by convenience. |
| Luvs promotions seem so aggressive, the uninitiated | | | | Also, considering your options with at least cursory |
| never would suspect P&G owns and makes | | | | concern for the baby, you may rest assured that the |
| them. Not to be outdone, Kimberly-Clark thoughtfully will | | | | three top-selling brands of disposable newborn diapers |
| outfit you with newborn Huggies and a fat pack of | | | | feel equally comfortable and equally absorbent to her. |
| coupons for the gazillions of Huggies customized | | | | Given the corporate rivalries, you frequently will find |
| models, including an earth-friendly model launched in | | | | coupons in major retailers' circulars, or your parenting |
| April, 2009. | | | | advice websites may refer you to downloadable |
| The manufacturers' apparent largesse has nothing to | | | | coupons for major discounts. Here, too, brand loyalty |
| do with good intentions. They want to "brand" both you | | | | means nothing. Because your baby goes through a |
| and your child. Huggies dominates the diaper market, | | | | dozen newborn diapers daily, only price matters. You |
| but you easily may compare this corporate rivalry with | | | | love whatever costs the least. |
| some of the most bloodthirsty feuds on the American | | | | Your baby will let you know, unmistakably, which brand |
| scene: it ranks right up there with Ford versus Chevy, | | | | she prefers. She will assess texture, fit, leak-proofing, |
| Coke versus Pepsi, The Home Depot versus Lowe's, | | | | and overall performance, and she definitely will indicate |
| and MacDonald's versus Burger King. Naturally, you will | | | | her preference. Even without command of language |
| affect your most ingenuous face and begin playing the | | | | your baby discerns how different brands have slightly |
| rivals against one another. | | | | different designs and slightly different features. |
| From your baby's perspective, brand loyalty means | | | | Although Huggies, Pampers, and Luvs scream-out |
| nothing. Your baby cares only about comfort. Share | | | | "extra soft"-just like every package of bathroom |
| your baby's somewhat selfish point of view, caring | | | | tissue ever displayed on a store shelf-some brands do |
| only about your convenience and the diapers' cost. For | | | | feel considerably softer than others. You will feel the |
| at least the first two or three months after baby's | | | | difference, and because her skin is extra sensitive, |
| debut, you will have to conserve your own energy and | | | | your baby will feel the difference to some exponent of |
| probably your cash, too, always choosing | | | | how you feel it. |