A Litmus Test for Brand Innovation
Ask yourself: does this brand cure nightmares?
The best brands solve REAL problems.
A problem is not a problem...
When it’s not painful or annoying or stressful or giving you nightmares.
No one is losing sleep over a “better” Tequila.
No one hurts because celebrity X doesn’t have a whiskey brand.
No one is coming home upset because they can’t find a vodka soda RTD that doesn’t already satisfice their needs.
Take big swings.
Get someone so excited they need to post about your brand on Reddit.