One Of The Best "Own" Campaigns Ever Created.
If your product has a distinctive advantage or difference over competitors, OWN that shit.
Marketers are constantly pontificating that brands needs to “own” things. Own a category. Own a segment. Own their own story. Own “head space”. Own their customers.
They really should “own” the fact that they mostly don’t have a clue what they’re talking about.
One niche liquor brand has a characteristic that they fully, indisputably own over all others. And for about the last 20 years, they have relentlessly owned that difference with a Big Idea outdoor campaign that is nothing but words and a product shot.
Yes (sigh), free subscribers, you have to pay for this knowledge that I have collected for decades.