15/05/2025
The strongest brands don’t try to please everyone.
They p**s off the 80%...
to win the 20% who actually care.
That’s not theory.
That’s what Jane Wurwand — founder of Dermalogica — said after building one of the world’s most successful skincare brands.
And she’s not alone.
🧠Liquid Death didn’t sell water.
It sold rebellion.
🍺 BrewDog didn’t sell beer.
It sold a middle finger to mass-market lagers.
🍏 Apple didn’t sell specs.
It sold “not being Microsoft.”
Great marketing doesn’t say: “We’re for everyone.”
It says:
👉 We are not for you.
(Unless you see yourself in it.)
That’s what makes a real brand.
It makes people choose.
It makes people feel.
If your brand offends no one…
It’s probably moving no one.
