In a world that worships more – more followers, more noise, more stuff – sometimes the boldest move is doing less, better. The brands winning today are not going for more and chasing trends, but are the ones refining and sticking to what they stand for.

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The ‘Less is More’ approach only works when you have strong, unapologetic core values.

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Case in point: Liquid Death 

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When we think of ‘health and wellness’, tallboy tin cans and heavy metal vibes don't exactly come to mind. But that’s exactly how Liquid Death is cutting through the saturated category and coming out on top. With punk-rock branding, metal concert-like merch, and campaigns like “Death to Plastic” and “Murder Your Thirst”, they turned canned water into a lifestyle movement. Instead of chasing ‘more’ or broad appeal, they stayed true to their core — and built a $700M brand.

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On the flip side: Peloton 

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Peloton grew its cult following by offering high-end, elite bikes and fitness classes from the comfort of the riders' own homes. But Peloton chased ‘more’ — more products, more content, more audiences. Treadmills flopped, the app got bloated, and the identity lost its high-end feel. The brand scaled without clarity and spun (pun intended) the brand completely off track. 

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Stick to your core and build a tribe of like-minded people by staying true to your brand. Staying true to your core won’t limit growth, it fuels it.

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