To become a “category of one” brand is the holy grail of branding. What does it mean to become a “category of one” brand? It means that no other brand is even in the same category as your brand. Your brand has created a new category – one that matters to people.
Barry Williams literally grew up in front of America as Greg Brady, the oldest of the Brady sons on the hit TV show The Brady Bunch. We sought him out to find out more about what it was like to grow up Brady, what brands can learn from a show that has never stopped airing and what opportunities exist with his iconic brand.
It’s always been a bumpy ride for Harley Davidson, America’s largest motorcycle manufacturer.
Walter Isaacson’s biography of Steve Jobs exposes two quite different aspects of Jobs’ personality and his management style. At times he could be very hard on people, but he also had a skill, like Walt Disney, for inspiring people to do their best work, evoking performances that may have been otherwise unattainable.
Radical is relative. There’s been plenty of chatter recently about Playboy’s much-hyped decision to rethink its nudity policy and how it represents a substantial change for the brand. Maybe it does, but that doesn’t make it a disruptive move. It only makes it ground-breaking for Playboy, within Playboy’s own reference set.
