Burst Your Brand


When launching a new brand, companies tend to focus on the brand and its benefits, rather than the new category. Chobani could have focused exclusively on the fact that its yogurt is creamier and tastier than its competitors. (The mistake that Fage made.)
Colbert zeroes in on the A.P.C. Kanye Collection plain white t-shirt that retailed for $120 (it's already sold out). What makes it worth that? Branding! It was marketed, apparently unironically, as the "Hip Hop T-Shirt"