No. 0099
Published
Dancing on tension: how The Ordinary and Uncommon are pushing category norms
Why it matters
Two brands that built their position by deliberately breaking category conventions rather than competing on the accepted axes. The method is repeatable: find the tension the category avoids naming, then build the brand voice on it. Category conventions are the map of where nobody is standing.
The source
The Drum
Dancing on tension: how The Ordinary and Uncommon are pushing category norms
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