UnCollege Focuses On The Opposition

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.

ORDERED FROM “UNCLEAR” TO “UNMISTAKABLE”

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  Muji

  Japanese for “brandless quality good.” Minimalist.

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  Un-Aspirin

  Some kind of drug? (It’s the same as Tylenol, basically.)

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  7Up

  “The Uncola” was cute, but Coke still rules.

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  UnCollege

  The traditional college path isn’t the only one, it insists.

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  Unbranded Denim

  No marketing, cheaper jeans, and a name that says it all.

Alamy (denim)

[Denim Image: Africa Studio via Shutterstock]MN