Everyone makes everything
hereandthere.club
Everyone makes everything
Brand positioning boils down to one thing: Differentiation. And one way to be different is by aligning with a unique set of values. AND1 did this, aligning with the values of streetball: attitude and creativity. Nike, meanwhile, aligned with elitism and rigidity.
In various Category Pirates letters, we have written about the different levers you can push and pull to differentiate your business (and even how to differentiate yourself in your career). But
Well, that’s the strategic decision, and comes down to the value you want to offer. Such brands will be able to deliver different value depending on the context in which you place them. With the juice shot brand I mentioned, the most obvious category for them to enter was juice, since that’s what the product was made of. However, in that category,
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