Definition
A brand that escapes parity by building its difference on how it behaves: tone of communication, stance toward the world, service ritual. The dominant association in the consumer's mind is behavioral. E.g.: Innocent Drinks (casual humor), Liquid Death (rowdy transgression), Old Spice (absurd humor).
Relationships
Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.