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.
The Sub-Brand Trap
The trap looks like success. The firm is good at the thing it was named for, good enough that it has earned the right to do more. A tax practice wants to move into advisory. A product company wants a second line.
The Repositioning Window
Every brand gets one window to reposition cleanly. Most firms find out it existed only after it closed.
Becoming a Category Outlier: 3 Industries Begging for a Challenger Brand
Three industries have a problem: everyone looks exactly the same.