Don’t Just Get Noticed. Get Remembered.

There will always be someone who executes faster. Cleaner. Cheaper.

If your edge is just “we do it better,” that’s not a brand.

That’s a race. And someone else is training harder.

And if you doubt that, look at Crocs.

By every execution metric, they shouldn’t win.

Clunky design. Cheap material. Ugly as hell.

But they picked a lane: unapologetic comfort.

And they owned it; through collabs, memes, and total clarity about what they are (and aren’t).

There are better-made shoes. More stylish ones.

But Crocs is a brand.

Differentiated. Committed. Easy to remember. Hard to copy.

You can spend your time perfecting the UX, tightening the copy, polishing the palette.

And you should. Craft matters.

But craft without clarity is invisible.

You don’t get chosen for being technically right.

You get chosen for being unmistakably you.

Founders who obsess over execution but avoid brand decisions are leaving their advantage to chance.

Because brand = differentiation.

And differentiation is what survives when someone else does your job better.

Sit with:

What makes your brand easy to choose?

What are you perfecting that no one actually notices?

Would someone remember your brand after one interaction?

Are you clear or just polished?

Want your clarity to match your conviction?

Let’s talk.

Ian Adams, Founder the little red sofa

Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I work with founders to turn brand clarity into sustainable growth.