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> Sure, you can design electric toothbrush branding that "stands out", but it's probably going to result in less sales. Because most people don't want to expres
by jcanyoh 4y ago
> Sure, you can design electric toothbrush branding that "stands out", but it's probably going to result in less sales. Because most people don't want to express their unique personality via their electric toothbrush, they just want a nice slim white object that blends into their sink area.
I’d generally agree with you here but there are exceptions. The company ‘Liquid Death’ is yet another company selling water, but due to their branding and viral marketing have made drinking water seem ‘cool’.
- generj 4y agoLiquid Death is counter culture, deliberately rebelling against the status quo (and collecting a price premium for doing so). Even here they lean into conformity - their cans are shaped and styled like beer cans - partially for marketing and partially because that size of can was already made. The lettering on their cans leans into existing tropes about rebellious brands. In one of my marketing classes I learned of 16 different archetypes brands mostly fall into. Usually all brands in a category use similar archetypes. You look at Liquid Death using an atypical archetype for the water category and see a unique clever choice. The author of this piece would probably decry that they use similar branding techniques to every other rebellious archetype brand. It’s challenging but rewarding to buck category archetypes. I wouldn’t be surprised if there is a niche for an aggressively branded toothbrush with an attitude problem.