Branding is more than the features -- just look at 7 ingredients of toilet bowl cleaner

In our ForwardFast branding model, a key attribute in “quality product.” And I’m often asked if that means to highlight the product features.

Well, in one of my favorite features, WIRED magazine clearly illustrates that’s it is not what’s inside – but what it does – that really matters.

Here is what is REALLY in America's favorite toilet tank drop in. See for yourself if this is really what makes the brand.

1. Chlorinated hydantoins
Ironically, you can clean a toilet with urine. No, not by aiming at the stains, but by using hydantoins — organic compounds sometimes employed as anticonvulsants and that can be made from a mixture of amino acids and urea. Chlorinate the hydantoins and they become a magical ingredient — bleach. But watch for "vacation drip": If you don't flush for a while (say, while off camping or when you give in to those comfy adult diapers), the chlorine can eat away older rubber valve flappers. And then your toilet might end up running constantly.

2. Hydrated alumina
Also known as aluminum hydroxide, this is a solid formed when alumina reacts with water. Here it's one of the salts that helps control the rate at which the puck dissolves, so the bleaching action can last for up to four months — giving you 16 2/3 flushes per day.

3. Sodium chloride
Table salt also helps control how fast the tablet dissolves. As a side benefit it may reduce germs by turning the water slightly briny. Unless, that is, you've got a salt-loving extremophile in your bowl, in which case you're gonna need a stronger toilet sanitizer.

4. Sodium lauryl sulfate
Found in hundreds of bathroom products, SLS is a great foam and lather producer. It is made by combining sulfonic acid with lauryl alcohol and sodium carbonate; the resulting soap-like compound traps greasy particles, which can then be rinsed away.

5. Cocamide MEA
Cocamide is derived from the acids in coconut oil. MEA stands for monoethanolamine, which is in everything from hair dye to oven cleaner. Together they work as a powerful detergent and another dissolution retardant. Most of the stains in your toilet are going to be from, well, natural organic residues, and MEA is a master at cutting through caked-on organics. It loosens the material so it can be easily washed off with the next flush.

6. Sodium citrate
The nonorganic stains in your toilet likely come from hard water deposits. These can grow there like rock candy, eventually needing to be acid-washed or chiseled away. Sodium citrate softens the water by locking up (chelating!) calcium, magnesium, iron, and other metals that might be found in your water supply.

7. Acid blue 9
The full name of this colorant: N-Ethyl-N-(4[(4-(ethyl[(3-sulfophenyl)methyl]amino) phenyl)-(2-sulfophenyl)methylene]-2, 5-cyclohexadien-1-ylidene)3-sulfobenzenemethanaminium hydroxide inner salt, disodium salt. Whew! So why add blue to a cleaning agent? It's actually just a marker — when it's gone, your 2000 Flushes are up.