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.
Japanese for “brandless quality good.” Minimalist.
Some kind of drug? (It’s the same as Tylenol, basically.)
“The Uncola” was cute, but Coke still rules.
The traditional college path isn’t the only one, it insists.
No marketing, cheaper jeans, and a name that says it all.