Brand as a standard, as an authority.

Big brands claim their success as being the leaders in a market. Starbucks is the authority of coffee, Coco Cola of soft drinks, Dell of personal computers and so on. The public will trust them, due to their expertise, and let us not forget that it feels good to follow the leader! But the public gets easily bored. Maybe the most popular becomes a usual commodity. Consumers will need a refreshed version. Being underground, especially for young consumers, is desirable. Especially in big city centers where the need for differentiation is evident, the outsider may be considered more "hip" and modern. A fresh approach that contradicts the well known, established brands. It is all about the "anti-standardization" of brands.