marketing

Great brand builders used to steal from the edges of cultures: weird kids making films in bedrooms, sweaty underground clubs, and art school dropouts with nothing to lose.
Now we steal from case studies and whatever brand went viral last week.

MTV, Supreme, and early Nike pulled from skateboarding, hip-hop, and punk. Places with zero commercial agenda. Raw energy that existed for its own reasons.

Authentic scene → gets "discovered" → gets documented → gets diluted → gets copied 🔁 dies. 

The copying loop is the brand death spiral. 

Only referencing other brands = only reaching people already brand-aware. Only copying crypto brands = only reaching people already in crypto.

Expansion happens when you pull from outside the system. Find weird energy that hasn't been categorized yet.

The brands that break out won't be copying Liquid Death or anyone else. They'll find whatever kids are doing in Discord servers we've never heard of.