Unusual Breakthroughs: A Guide for Product Brand Strategy

Most product brands unknowingly play it safe, tweaking old formulas instead of daring to lead new movements. True brand breakthroughs happen when you rethink how products fit into culture, emotion, and everyday life.

As a Brand Breakthrough Strategist, I believe product brands achieve real breakthroughs by thinking unusually, acting boldly, and rewriting the rules. It’s not about launching new products faster—it’s about creating new categories or expectations entirely.

This actionable guide will walk you through eight essential strategies for creating a product brand breakthrough. Whether you’re launching or reinventing, these approaches will help you craft a brand that moves markets—and minds.

1. Design a Signature "Non-Feature"

Breakthrough product brands don’t try to be everything—they define themselves by what they deliberately leave out. Create a “non-feature” that proves your brand’s clarity and courage.

How to Design Your Non-Feature:

Identify common features customers expect but that cause clutter, confusion, or cost.
Publicly refuse to include them—and explain why.
Turn the absence into a competitive advantage.

Example: The original iPhone launched without a physical keyboard—an intentional “non-feature” that made it radically simpler than BlackBerry and changed phone design forever.

2. Challenge an Industry Assumption

Most product brands follow invisible rules. Breakthrough brands challenge an accepted assumption and become known for rewriting it.

How to Challenge an Industry Assumption:

Identify an assumption everyone believes (“This is how it’s always done”).
Build your product around breaking that belief.
Turn the challenge into your brand’s manifesto.

Example: Dyson challenged the assumption that vacuum cleaners needed disposable bags—and created an entirely new premium category with bagless technology.

3. Offer a Daring Product Guarantee

A typical warranty is dry and buried in fine print. A daring product guarantee feels bold, emotional, and deeply human.

How to Offer a Daring Guarantee:

Promise something unexpected and vivid—not just a refund.
Tie the guarantee emotionally to your brand story.
Make the terms radically simple to understand.

Example: Allbirds offers a “30-day no questions asked” trial on shoes—even if you wear them outside. It dismantles customer fear and reflects the brand’s eco-conscious, customer-first ethos.

4. Invent a Product Ritual

Breakthrough product brands aren’t just used—they’re experienced. Creating a ritual around your product turns it into a lifestyle symbol.

How to Invent Your Ritual:

Find an emotional or physical moment linked to product use.
Name it and teach it as part of your brand.
Protect and promote it consistently across channels.

Example: Nespresso turned making coffee into a “morning ritual,” positioning pod coffee as an elegant, elevated daily moment, not just a convenience.

5. Codify a Unique Design Language

Products often look alike. Breakthrough brands codify a recognisable design language that visually separates them from everyone else.

How to Codify Your Design Language:

Identify distinct shapes, colours, textures, or motions unique to your brand.
Repeat them relentlessly across all products and touchpoints.
Teach your audience what the design elements represent.

Example: Louboutin’s red soles became an unmistakable design signature—instantly recognisable without needing a logo, and legally protected as part of the brand.

6. Publicly "Fire" a Product Category

Instead of entering crowded categories, breakthrough brands sometimes refuse entire categories—and create new ones.

How to Fire a Product Category:

Identify a saturated, outdated product category.
Publicly reject it and position yourself as building the future.
Invite customers to “graduate” from the old way to your new way.

Example: Tesla refused to build hybrid cars—going all-in on electric when hybrids dominated, positioning itself as the future of transport, not a halfway measure.

7. Expose Your Product Development Process

Most brands hide their behind-the-scenes work. Breakthrough product brands make product development public—building trust and anticipation.

How to Expose Your Development Process:

Share early sketches, failures, and rethink moments.
Document customer involvement and co-creation stories.
Celebrate messy iteration as part of your brand strength.

Example: GoPro regularly shares behind-the-scenes product testing videos (including epic failures), reinforcing the brand’s image of ruggedness, authenticity, and relentless innovation.

8. Share Your Product’s Evolution Openly

Rather than pretending every version is perfect, breakthrough brands embrace visible evolution—making customers part of the growth journey.

How to Share Your Evolution:

Show customers how their feedback shaped new models or versions.
Celebrate each upgrade as part of your shared story.
Position imperfection as part of your brand’s commitment to progress.

Example: Figma (the design tool) openly documents product evolution via detailed changelogs, user feedback integration, and candid updates—building cult loyalty among designers.

A Final Insight from an Unusual Brand Breakthrough Strategist

Building a breakthrough product brand isn’t about chasing trends—it’s about designing a philosophy, a visual world, and an emotional promise that shifts expectations.

Product brands that move are built on radical clarity, daring imagination, and a fearless commitment to be unusual by strategy.
The future belongs to product brands that don’t just fit into markets—but move them forward.

Are you ready to stop selling products—and start selling a movement? Let’s create a product brand strategy that moves you—and the world—with bold precision.

Take your brand from stuck to in motion − with one bold strategic shift

"As a Breakthrough Strategist, I help brands uncover clarity, shift perspective, and move forward with bold, differentiating ideas. If your brand feels stuck or you're ready to lead with sharper focus, let’s unlock the next big move. One breakthrough can change everything."

Shobha Ponnappa