Unconventional Marketing Strategies in Branding

The chapter explores innovative advertising techniques, like The Economist's word puzzles, to engage audiences and improve memory retention. It discusses the power of creating a sense of belonging, as seen in Apple's branding targeted at non-conformists, and draws parallels between in-groups and consumer behavior. Furthermore, it analyzes Liquid Death's success in challenging industry norms through irreverent marketing and distinctive packaging, highlighting the importance of being a niche brand.