Darwin’s theory and psychotically Kewpie Doll Effect have been successfully implemented in marketing 🙂 It is an emotional psycho-driver to your customers. Do you remember tv commercial of a comparison website with meerkats/suricates? British consumers voted it as the most memorable advert on British TV in 2015. And it is important to agree that any kind of business can implement this branding idea. Based on eg. DM2 Agency experiences, it is an art how to connect the dots between strategy factors.