Yesterday, I talked about ugly oranges and how even they can be perceived appealingly with the right message.

But in reality, there are no ugly brands in the marketplace. 

I always ask people, “How many shoe brands do you know of?”

Most people will say about 10-12, but struggle to name even 5-7.

I then ask them the name of a good shoe brand and they almost always say, “Nike”.

I follow up by asking them the name of a bad shoe brand and they will have a response for that too. 

In reality, there are 235-odd registered shoe brands in the US. 

The problem is not that the remaining brands are ugly.

It’s that they are unknown.