“Adorkable” Brands, Blands, and CARLY (feat. Ben Schott, Bloomberg)
Future Commerce · with Ben Schott · February 19, 2021 · 50 min
Summary
This episode introduces three distinct brand archetypes prevalent in modern commerce: 'Blands,' 'Dazzle Brands,' and 'Adorkables.' It explains how Blands, while initially disruptive DTCs, have become homogenous. Dazzle Brands cleverly use misdirection to reframe negatives into positives. The Adorkables intentionally embrace awkwardness and self-awareness, particularly targeting Gen Z, offering a fresh approach for brands seeking to differentiate themselves in a crowded market.
Key takeaways
Blands are direct-to-consumer brands that started as disruptors but have become visually and operationally indistinguishable, leading to market saturation and commoditization (e.g., Casper, Warby Parker).
Dazzle Brands employ camouflage through misdirection, turning perceived negatives into marketing strengths; if you can't hide a fault, highlight it in a surprising way (e.g., Avis's 'We Try Harder' campaign, Death Cigarettes).
Adorkable brands target Gen Z by leaning into self-consciousness and self-promotion with jarring aesthetics and authentic emotional appeal, offering a counter-narrative to traditional brand perfection (e.g., Starface's acne patches).
Brands must understand their target demographic ("CARLY" for Gen Z) and tailor their branding strategy to resonate with evolving consumer values, moving beyond homogenous "bland" aesthetics.
Differentiation can be achieved by embracing honesty about product flaws or societal issues, as seen with Dazzle and Adorkable brands, rather than attempting to project an unattainable perfection.
Bloomberg’s Ben Schott wrote the story that shook the millennial-pink branding world. His article on “modern blands” opened the eyes of many who felt tired by the well-trodden aesthetic of modern millennial brands. His most recent piece, “Generation Z, You’re Adorkable”, focuses its lens on Gen Z-focused brands and how their countercultural tactics might be nothing more than big-corp brutalism. Listen now!
Blands are direct-to-consumer brands that started as disruptors but have become visually and operationally indistinguishable, leading to market saturation and commoditization (e.g., Casper, Warby Parker).
What does this episode say about dtc strategy?
Dazzle Brands employ camouflage through misdirection, turning perceived negatives into marketing strengths; if you can't hide a fault, highlight it in a surprising way (e.g., Avis's 'We Try Harder' campaign, Death Cigarettes).
What does this episode say about founder & leadership?
Adorkable brands target Gen Z by leaning into self-consciousness and self-promotion with jarring aesthetics and authentic emotional appeal, offering a counter-narrative to traditional brand perfection (e.g., Starface's acne patches).
What does this episode say about brand & content?
Brands must understand their target demographic ("CARLY" for Gen Z) and tailor their branding strategy to resonate with evolving consumer values, moving beyond homogenous "bland" aesthetics.
What does this episode say about brand & content?
Differentiation can be achieved by embracing honesty about product flaws or societal issues, as seen with Dazzle and Adorkable brands, rather than attempting to project an unattainable perfection.
