KitKat, it’s the thing you treat yourself to when you have a work break is a positioning. And a strategy.

Targeting wealthy people with an expensive product and saying you’ve worked hard you should travel in the best way, is a strategy.

Joy is so nebulous and vague that it’s not really much use as a strategy.

I can’t remember who said it but I always love the quote “give me the freedom of a tight brief”

I think Joy is a little …. loose