Bounded Or Unbounded. What Do You Want Your Brand To Be?

Unbounded brands escape the traditional trajectory and seek out new reasons to be

Understanding the difference between “bounded” brands and “unbounded” brands is how toddler companies become unicorns.

Most companies provide their Users with solutions to their problems and slog away at becoming better, faster, cheaper, stronger, more powerful, more engaging, easier to use, better fitting, frictionless. These companies compete with other enterprises…