Category: Brand storytelling

Dollar Shave Club launched in 2011 with a mission to change the way men buy razors. The $3.5 billion dollar male shaving category had been dominated by the Gillette-Schick duopoly since the early 1900s. Their model was to wholesale razors to retailers who then sold them to customers. With no pressure from competitors, there was no major… Continue reading How and Why to Build a Challenger Brand

In 1953, Swanson Foods had a 520,000-pound problem. The company over-ordered turkeys for Thanksgiving and were now stuck with a massive supply of turkeys they couldn’t sell. They loaded the excess meat onto frozen railcars and moved it back and forth across the country, expensively buying time until they had a solution. Management sent out… Continue reading A Founders Guide to Category Creation