Hey Brand Boss,
Most entrepreneurs think the next big brand starts with a brand new idea.
It doesn't.
It starts with a better interpretation of an old one.
Look around.
Energy drinks.
Coffee.
Water.
Protein bars.
Soda.
Chips.
None of these categories are new.
The brands winning today didn't invent them.
They repositioned them.
Liquid Death didn't invent water.
It made water rebellious.
Poppi and Olipop didn't invent soda.
They made it better for your gut.
Snackish didn't reinvent chips.
It reinvented what people expected from them.
The product stayed familiar.
The story changed.
And that changed everything.
Innovation isn't always invention.
Sometimes it's perspective.
Consumers already know what chips are.
What they don't know is that chips could become a healthier everyday snack.
People already know soda.
They just didn't think soda could support gut health.
The biggest opportunities rarely come from creating an entirely new category.
They come from questioning what everyone assumes about the current one.
Ask yourself:
What expectation has everyone accepted?
What rule could be rewritten?
What tradeoff no longer has to exist?
That is where positioning begins.
Quick Win
Don't ask:
"What can I invent?"
Ask:
"What can I improve?"
Take one everyday product in your industry.
Write down three things people dislike about it.
Now ask yourself:
How would I rebuild it today?
Sometimes your next great brand is hiding inside a product everyone already knows.
Before You Go
The brands people remember don't always create something new.
They create a new reason to care.
That's the power of positioning.
Not louder.
Smarter.
Different.
If this resonated and you're ready to build a brand people actually remember, reach out.
Serious inquiries only.
With Purpose,
Victor Luis
BADASS BRAND BOSS
A Vidd Media Publication