Blow It Up — Hive

In his Prophet article (admittedly, from 2014, but still relevant), Kevin Drost highlights five brands that have redefined categories, or even created them, within commoditized, otherwise stagnant markets.

The age of globalisation, easy access to mass- manufacture, white- labelling and the 'race- to- the- bottom' in many categories where traditionally strong brands are being eroded by own- label and 'man in a unit' companies, we must look at where we are in the market, and seek new ways to bring new life back into existing brands or sub- brands, via new niches (even if that means creating that very niche!) or applications.

Perhaps the race towards lowest- price 'sameness' and ubiquity in many product areas has stripped- away the tired brands that could not compete, that were not strong enough. Perhaps they are, now without the burden of a huge following or impact, but still carrying a recognisable name, ripe for re- imagining. Brands may have hit rock- bottom. Now is the time to start building again.

Consumers are more budget- constrained than ever, but in a sea of low, lower, lowest- prices, a strong brand value proposition in a niche will always win.

Find your product. Find your Niche. Blow it up.

https://www.prophet.com/theinspiratory/2014/02/27/5-ways-to-create-and-dominate-a-new-category/