In this episode of The Vignette Effect, Raquel pulls back the curtain on the irony of modern brand advice: everyone trying to be different is… starting to sound the same. From “become iconic” to “stand out as a category of one,” the cult of cult branding is flooding our feeds—but is it actually helping brands connect? Raquel dives into why clarity still wins, how cult brands actually build magnetic messaging (hint: it’s not about being loud or edgy), and what it really takes to stand out in a sea of sameness. You’ll hear real brand examples like Glossier, Recess, and Oatly, and get a framework for finding your unique brand voice, without jumping on every trend.
Cult brands. Unhinged vibes. Category-of-one syndrome. Let’s talk about it.
In this episode, I’m unpacking why a lot of the “stand out by being uncategorizable” advice isn’t always helpful—and how it’s often just another flavor of sameness. We’ll explore:
Why being “the vibe” isn’t a replacement for brand clarity
The language traps that even the best marketers fall into (yes, even “magnetic messaging”)
What real cult brands like Glossier, Recess, and Oatly do right
Why deep clarity always trumps vague edginess
The power of identity-driven branding and how it ties into Blue Ocean Strategy
How to find your own glossary of standout messaging (instead of regurgitating everyone else’s)
Links mentioned:
Book a free discovery call to talk through your brand clarity here.
Identity Marketing by Veronica Romney
Blue Ocean Strategy by Chan Kim and Renée Mauborgne
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