Definition
A brand that escapes parity by building its difference through analogy with another category that enjoys recognized equity: it imports codes, language or ritual from a universe distinct from its own. E.g.: functional beverage brands that borrow codes from cosmetic luxury; B2B technology that adopts a music/fashion narrative.
Relationships
Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.