Any brand could own their category, by being the most knowledgeable *about* their category.
Shell did it in the 70s. Their SHELL ANSWER MAN campaign ran for years
...and is a master class in making excellent "branded content".
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Branding cuts both ways.
I started going to thrift stores in the 90s - still do, when I want something different.
But I'd be lying if I said I don't cringe a little when my kid tells people her rad new jeans are from Salvation Army. ๐
"We don't think we could have changed the outcome. But the scary thing is that we could have changed *us*."
Chiat/Day (their maiden name) lost the Honda account after 5 years. So they took out an ad to tell the world about it.
Masterclass in knowing your own brand & worth.