Being original is always the best strategy. We now live in a world where every day there are hundreds of companies launching or redefining themselves. Brand is no longer a secret and the process to create one has been codified

The idea brands that I’m going to introduce you to represent the teardown approach; they offer a whole-scale rethinking of the value proposition in their respective categories. What this means is that they owe their existence to no insignificant amount of conceptual inspiration. Someone, somewhere, had to actually sit down and imagine what a radica

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