Other “reverse brands” mentioned in Moon’s book besides Google include Ikea, JetBlue, and In-N-Out Burger, among others. As she mentions in the book, reverse brands eliminate and elevate.
Youngme Moon has written a remarkable book called Different: Escaping The Competitive Herd. Moon, a marketing professor at Harvard, deconstructs the business of marketing and exposes something that is not a surprise — marketing has become predictable, interchangeable and un-creative.
How do brands that go in the opposite direction by providing fewer amenities, fewer services, fewer product features become so distinctive and successful? What are their similarities — or are they all so unique their strategy can’t be duplicated?
Related book: Different: Escaping The Competitive Herd