Disrupt the Boring

Read time: 3 minutes

In today's newsletter, we will look into Peter Thiel's "10x improvement rule" and why branding plays a crucial role.

Thiel believes that for a business to achieve exceptional success, it must offer a product, service, and brand that is not just slightly better, but ten times better than the competition.

Thiel's philosophy is based on the idea that being first or significantly better can lead to a business controlling a large market share, resulting in profitability and growth. He looks for companies that offer a service or product with a significant advantage over existing alternatives.

To achieve this differentiation, Thiel encourages entrepreneurs to think creatively and explore new markets. By venturing into uncharted territory or challenging norms, businesses have the potential to create something remarkable.

Let's take a look at two companies that defied the norms of traditional markets to create something remarkable through the power of their brand:

1. Casper

2. Robinhood

Casper

Casper was the first company to successfully combine function with brand emotion in an otherwise mundane industry. They offer products that outperform their competitors while also making consumers feel good about being a part of their brand.

Casper was launched in the spring of 2014 in a studio apartment on Bond Street. Right from the beginning, they were committed to doing things differently from the traditional mattress industry:

• The mattress industry focused on many different sleep types, but Casper developed one mattress for everyone.

• Previously, if you wanted to buy a mattress you had to go to a showroom and be greeted by a salesperson. Casper started selling mattresses online.

With these functional benefits established, Casper focused their brand communication on the emotional aspect. They created a strong and recognizable brand from the outset, setting themselves apart from others in the industry. They speak to people in a completely new way by reflecting their values - simplicity, tirelessness, pioneering spirit, joy, and zing - throughout their brand language. Casper’s always dreaming up new ways to help the world sleep better.

5 years ago, I was leading the European Creative Market at Casper. Even though they were already a big global brand, their brand was rooted within the company strategy.

Robinhood

Many people are uncertain about their financial futures. It can be hard to break into investing.

High barriers to entry mixed with abstract concepts and opaque language have created a financial system that thrives on fear and confusion.

Robinhood is an example of a company that prioritized its brand from the get-go, setting itself apart from the rest of the traditional finance market. They aim to do more than just simplify finance; they strive to make it engaging and understandable in a unique way that sets them apart from the competition.

Robinhood's brand also combines function with emotion, a brand, that balances a high-performance product experience with a more engaging and inspiring creative expression.

💡Takeaway → Venturing into uncharted territory or challenging norms, your startup brand has the potential to create something remarkable.

If you enjoyed it, I would greatly appreciate it if you could share it with friends who are interested in startup branding and growth. This would be a small reward for me. 💚

Catch you in a couple of weeks.

Cheers, Chris

Whenever you're ready, there are 2 more ways I can help you:

On-Demand Brand Academy → I have compiled all of my learnings into this Academy to help early-stage founders implement a unique brand correctly, saving money and achieving long-term success. Link

1:1 Consulting → Need guidance and expertise to make your brand stand out? Join me for a 1:1 branding consulting session where we'll dive deep into your brand goals, target audience, and unique value proposition. Book a Call