“Better is probably the worst word you could use in marketing.”
How can a DTC brand stand out in a category full of identical promises?
Matt Orlić (Co-Founder, Qure Skincare) joins Mike Beckham (CEO, Simple Modern) and Matt Bertulli (Founder, Pela Case & Lomi) to break down why brand positioning beats a better product. Each story shows how a brand can win a crowded category without inventing anything new.
Qure’s water filters beat Jolie’s on technology and patents, yet Orlić can’t out-position them. Mike explains how Yeti took Thermos’s 1800s vacuum insulation and sold it for cold drinks. Once a position works, competitors move in, and the founders debate how to hold it.
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Postscript
Aftersell
https://9ops.co/aftersell-operators
Richpanel
Fulfil
Northbeam
Chapters
00:00:00 Better Is a Weak Word
00:08:03 5 Ways to Position
00:15:45 Why Qure Goes First
00:19:59 Imitate Then Deviate
00:27:00 Yeti Just Sold It Cold
00:29:51 Talk to Your Customers
00:37:26 Go Deeper, Not Wider
00:43:43 One Hero Product
00:52:32 When to Reposition
00:56:59 Pela’s Tariff Pivot
01:00:22 The Ad that Backfired
01:04:26 Only 3 Moves to Make
