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The Saturday email your competitors hope you never find. (One coffee. Zero fluff.)

#151: A 239% revenue spike. No new product. No ad blitz.

Published 3 days ago • 1 min read

Issue #151

Reader

The curly hair market is barreling toward $5.6 billion. We told them to stuff it.

Shelves are packed with the same three promises: definition, moisture, frizz control.

Every brand riffing on the same tired script, having a pissing contest over who's the shiniest.

A color technician with 40 years of working knowledge came to me with a business getting swallowed by the noise.

I flipped her business model on its head. Curly hair and all.

Instead of joining the circus, we created a category with zero competition.

I built the entire brand around "Smart Hair," took a firm stand against the big machine of the hair industry, and built a brand so distinct the old competitive landscape looked like they were wrestling with a combover.

The result?

That is not a campaign. That is a brand crossing a threshold.

​I broke down exactly how we did it. The strategic move. The execution.

I've given you the four-step framework you can steal for your own brand, regardless of your category.

And the lesson has nothing to do with hair care. It has everything to do with what happens when you stop trying to win a race you were never designed to run.

Go read it. Use it. Win big.

Have an incredible weekend.
David

P.S. Wondering if you can do the same for your brand? Schedule a one-on-one call: https://DavidBrierCalendar.as.me/IntroductorySession​

The Saturday email your competitors hope you never find. (One coffee. Zero fluff.)

by David Brier, Bestselling Author and Rebranding Expert

I'm David Brier—the guy CEOs call when they've burned so much cash on marketing, their spouses think they have a coke habit. I'm like rehab for your brand, except instead of getting you clean, I get you profitable. Think of me as the Betty Ford Clinic of branding, but with better ROI and no group hugs. (Explains why I wrote the bestseller Brand Intervention that Daymond John calls "Genius.")

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