4 Ways to be "different"
- Create a new category others are blind to. E.g., brands like L'Oreal and Estée Lauder defined beauty as something on the outside. Then someone dared to create a category others were blind to - wellness.
- Move from utility to lifestyle. Lifestyle brands are all about life moments that echo the brand's guiding beliefs.
- Change the focus. Brand-led companies show how they think differently by showing the user how the brand belief will change them.
- Change the reality. Smart companies reframe what people take for granted to adopt a new reality that benefits the brand. Eg., gut health or solo travel.
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