Melissa Dlugolecki argues that people understand a brand better by what it rejects than what it claims. An organic brand that refuses paid ads, or a diet that skips calorie counting, becomes clearer through what it's not. Taking a contrarian stance, even a controversial one, sharpens your identity.
is sometimes people can better understand you when they understand what you are not. So rather than trying to explain what you are, sometimes it's more effective to explain what you are not. Can you give me an example? So I am not paid ads. I'm all organic, right? And so now somebody knows, oh, marketing. Okay, now we're more clear. It's all, all organic. When I was in health, we do not do fad diets. We do not count calories. Because sometimes, like, especially those women in health, they didn't necessarily know what they wanted. Like, they didn't even know what existed, but they knew they didn't want to count calories, and they knew that they didn't want Totally. Oftentimes I think taking a strong stance on what you're not, and that often means calling out something that is popular, which is going to ruffle some feathers. Yep.
