Issue #142

Reader

When I saw that Nutella jar floating inside the Artemis spacecraft, I had one thought: That's a brand that defied gravity.

Not metaphorically. Literally.

And it reminded me of something.

Years ago, a Napa Valley startup called me with a problem. Incredible product. Wild flavors. Obsessive quality.

But invisible on the shelf.

Her business partner's parents stood in front of the cookies, staring right at the shelf, and couldn't find them.

That's not a marketing problem.
That's a beige brand problem.

So we did something radical.

We threw out everything the shortbread category agreed on—the British flag references, the proper English heritage, the restrained elegance—and went the opposite direction.

Bold. Wild. Unapologetically fun.

The result?

900% sales increase in 24 months.

Major buyers—each handling tens of thousands of brands—chose them for photo shoots to represent their stores.

The New York Times. Forbes. Food & Wine. InStyle. Communication Arts.

People started picking up the boxes and putting them in front of their faces like puppets. Talking silly. Bringing the brand to life.

Not because of a bigger ad budget.
Because the brand finally matched the product's soul.

Here's the thing:

• Nutella didn't get to space by being another hazelnut spread.
• Botanical Bakery didn't triple sales twice by being another shortbread.

And your brand won't break through by blending in.

I wrote up the exact framework behind this: "The Category Rebellion" formula that finds the emotional territory your competitors collectively ignore and lets you own it completely.

​Read the full breakdown here →​

If your product is better than your brand suggests, this might be the most important thing you read this quarter.

Talk soon,
David

P.S. — The founder told me: "People love the brand for what's on the outside of the package as much as what's on the inside." That's not packaging. That's a salesperson that never sleeps. The article shows you how to build one.

Need some delicious insights?

Need an outside pair of eyes to bring clarity? Schedule a time over some delicious coffee and intoxicating shortbread cookies.