Brands in costumes, about Bigger Than This -- The resurgence of commodity brands in times of innovation and disruption -- The 8 commodity brand traits and their commandments -- Story: when the background story is bigger than the product. Case study: Fish people seafood, fish -- Belief: when values are bigger than the product. Case study: GEA, shoes -- Cause: when the cause is bigger than the product. Case study: BOMBAS, socks -- Heritage: when a sense of location is bigger than the product. Case study: SHINOLA, watches -- Delight: when the small delight is bigger than the product. Case study: POPPIN, inexpensive office supplies -- Transparency: when trust is bigger than the product. Case study: EVERLANE, apparel -- Solidarity: when solidarity is bigger than the product. Case study: PLANET FITNESS, fitness centers -- Individuality: when customization is bigger than the product. Case study: FANATICS, fan t-shirts -- Think bigger than this.;Following the success of his #1 bestselling book, "How to Launch a Brand," acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today's new world of brand creation. "Bigger Than This" challenges companies - from startups to Fortune 100s - to (re)discover their spark and connect with today's consumers on a deeper level. In "Bigger Than This," Geyrhalter analyzes brands that are based on commodity products - watches, socks, shoes, fish - yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement - story, belief, cause, heritage, delight, transparency, solidarity, and individuality. Instead of playing "dress-up," he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.