Brand loyalty and inertia among older consumers will make it almost impossible to grow the market share of new products by more than a couple of percentage points a year.

由于老年消费者拥有品牌忠诚度和品牌惯性，因此，新产品市场份额的年增长速度几乎不可能超过几个百分点。

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But it faces two big challenges - the dominant position of JustGiving as the recognised brand for online fundraising, and the inertia of the charity sector.

BBC: Believe.in and the business of charity

For retail banks, which rely heavily on customers' inertia, branding is usually of a more defensive nature: a good brand keeps customers and might help banks to flog more products to them.

ECONOMIST: Banks are trying to develop better brands. About time too