Is Your Brand Bounded Or Unbounded?

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

Most companies provide their Users with the best of what they do. These companies slog away at becoming better, faster, cheaper, stronger, more powerful, more engaging, easier to use, better fitting, frictionless. These companies compete with other enterprises within their vertical: whether it’s the over 100 other brands of blue jeans, 300+ brands of automobiles, or the hundreds of drinks you chose from when you woke up this morning — from coffee and…