There’s a lot of iconic brands that exist. They aim to be best in class to the point that no one thinks of their competitors even when they offer the same product.
Kleenex tissues are an example of this. There’s considerable brand equity associated with being a Kleenex or an IKEA.
The question becomes how do you become notorious in what you’re marketing. First, it seems it’s important to have a clear idea about the vision for who you want to be, and who you intend to serve.
Next, you want to target whichever audience is most likely to be a strong value add, and focus less on everyone else. Be the best to those people, and they’ll be loyal to you.
Finally, lean into the preconceptions of you. The Duolingo bird makes profit even if it’s ridiculous. Why tilt against windmills?
Isadore Johnson's Website 