Have you ever noticed how cottage cheese is always blue? How beauty brands always lead with the ingredient? How coffee brands are always so serious about their backstory? These are category clichés. Brands blend in, and customers are left with no choice but to choose the cheapest option. As a result, margins shrink, and brand identity gets lost in the noise.

Brands that break away from the conventional stand out, are remembered, and can charge higher prices because shoppers choose them for what they are, not just the price.