What’s the breakout brand of the century?
Like, which one is the most unlikely brand in one of the most challenging categories?
I say Tito’s vodka.
I mean, think about it:
How Do You Handle the Brand-Catagory Paradox?
How do you stand out while fitting in?
This is the Brand-Category Paradox: how to deliver category basics but in distinct, branded ways. Fortunately there are lots of Levers you can pull to help handle it.