Don’t Look Like Everyone
Most categories train brands to copy what’s in the category.
This makes them feel safe. Then “safe” becomes invisible. ”Normal is Invisible”
Liquid Death made water feel like a culture object, not a commodity.
The can, name, and attitude do the work before you even drink it.
As Marty Neumier would say, “When everyone’s Zig, you zag”
Most brands copy category conventions, making them safe and invisible. Being different breaks through when everyone follows the same pattern.
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