advertisement
advertisement

UnCollege Focuses On The Opposition

By forcing a “different point of view,” Brian Sheehan may be confusing users.

UnCollege Focuses On The Opposition
advertisement
advertisement

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.

advertisement

ORDERED FROM “UNCLEAR” TO “UNMISTAKABLE”


  • Muji

    Japanese for “brandless quality good.” Minimalist.


  • Un-Aspirin

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


  • 7Up

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


  • UnCollege

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


  • Unbranded Denim

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

Alamy (denim)

[Denim Image: Africa Studio via Shutterstock]