Peter Thiel–backed UnCollege launches its first program in July, but its name isn’t uncommon; many brands define themselves by opposition. "When you know people are frustrated with the category, it can help to say, ‘We have a different point of view,’ " says Brian Sheehan, former CEO of Saatchi & Saatchi. Though it’s not always clear what they’re opposing.
[Denim Image: Africa Studio via Shutterstock]
A version of this article appeared in the July/August 2013 issue of Fast Company magazine.