Different, but not too different

- So there's a couple things I know when it comes to…the marketing of cool.…Firstly cool is familiar, but not too familiar.…But on the other side, different is cool,…but not too different.…Which I know makes absolutely zero sense,…but bare with me here.…So when you look at those concepts the one that really…comes to mind, at least at first glance is that…being different is being cool.…Like when it comes to being unfamiliar,…things people haven't seen before,…like it makes sense that that's cool.…Prime example, and pun not intended, Amazon.…

To have Amazon pickup stores like right on the street.…And they started as just a delivery service…that could be done online.…And in the 2000s when they started gaining traction…it was such a new idea that it was almost scary,…but it worked.…Now they're one of the biggest companies today.…So that means being different and progressive is cool right?…Uh, well...…1989, Pepsi, trying to be different, starts to market…a soft drink for breakfast, Pepsi AM,…which ended up becoming a complete failure.…