The Courage to Be Rare

In an iconic episode of Mad Men, Don Draper pens a public letter titled “Why I’m Quitting Tobacco” and publishes it as a full-page ad. It’s a daring move that severs ties with a lucrative client while rebranding his firm as a bold, ethical leader—a rarity in a world of conformity. Draper’s manifesto is a metaphor for the courage required to stand apart in a crowded marketplace and a reminder of the undervalued power of rarity.

We humans are wired to connect, to belong, to find comfort in the safety of the pack. It’s part of our DNA—an evolutionary instinct that has kept us alive and (mainly) thriving.

In a world where sameness saturates markets, that instinct to conform can hold businesses back from becoming truly extraordinary. While belonging is essential for fostering community and culture, the relentless pursuit of “fitting in” can be an Achilles’ heel for brand strategy.

To lead, to innovate, to create something remarkable means choosing a different path: one that stands apart. Rarity isn’t a trendy branding tactic—it’s a mindset, a way of operating, and an act of courage.

While people instinctively seek belonging, true market leadership requires stepping away from the crowd. Businesses that dare to be rare embrace this paradox: our most resonant contributions arise when we separate ourselves from the pack. They’re also the ones we tend to champion, which some confuse by emulation. What we should be emulating their courage, not their brand. 

The Underrated Power of Rarity

Rarity begins with courage. Rare brands resist sameness, reject imitation, and lean into their singularity. They lead with heart. They don’t just compete—they redefine the game by building “Blue Ocean” strategies, creating entirely new spaces.

Rare brands are brave enough to:

• Listen with Curiosity: They take the time to understand not just what customers want but how they’re perceived.
• See Beyond Data: Rare brands focus on the humanity behind the numbers, valuing hopes, fears, and desires.
• Honor the Relationship: They treat serving customers as a privilege, not just a transaction.
• Welcome Thoughtfully: They nurture a strong internal culture, knowing it mirrors how they treat customers.
• Break the Mold: Rare businesses challenge the norms, blazing trails and setting new standards.
• Be Vulnerable: They embrace transparency, building trust through honesty.
• Create with Love: Their products reflect purpose, care, and intention in every detail.

Rare brands don’t aim to please everyone—they aim to serve deeply and meaningfully.

Consider brands like Allbirds, Lush, and REI.

Allbirds redefined the footwear market with sustainable, carbon-neutral shoes crafted from natural materials like wool and sugarcane. They proved customers value ethics over shortcuts by focusing on sustainability instead of fast fashion trends.

Lush disrupted the beauty industry with handmade, packaging-free products and a strong stance against animal testing. Even leaving social media to avoid toxic online culture, they prioritized genuine connections over easy marketing.

REI launched its bold #OptOutside campaign by closing stores on Black Friday and encouraging people to enjoy the outdoors. This decision aligned perfectly with their mission, showing that values could take precedence over profits.

These brands didn’t just stand apart for the sake of it—they stand for something meaningful, inspiring loyalty and admiration in the process.

Why Rarity is Essential

In today’s crowded marketplace, rarity isn’t optional. Consumers are overwhelmed with choices, and brands that blend in are quickly forgotten. People want more than products—they want authenticity, purpose, and boldness.

Rarity sets you apart while drawing you closer to your tribe—those who share your vision and values. By being true to your unique brand ethos, you inspire connection, loyalty, and action.

So, will your business dare to be rare? Will you boldly proclaim your difference and invite others to join you in creating something remarkable?

Rarity isn’t just underrated—it’s essential. It’s the spark that transforms ordinary brands into extraordinary ones. Be bold. Be you. Be rare.

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Foote Note to “Why I’m Quitting Tobacco”

If you watched the episode of Mad Men mentioned above, or clicked on the video link, you may have caught a quick mention that Emerson Foote was one of the individuals mentioned in the list of calls received the morning the ad ran in the New York Times. It’s an inside joke of sorts.

Emerson Foote, a co-founder of Foote, Cone & Belding (FCB), was a towering figure in advertising who shocked the industry by renouncing tobacco campaigns despite their immense profitability. Yes, he actually quit working for Lucky Strike in 1948. His decision, driven by personal integrity and growing health concerns, marked a turning point in his career. Foote later left advertising altogether to become a vocal advocate for public health, aligning with organizations like the American Cancer Society.

For his agency, the choice had mixed consequences. FCB lost lucrative tobacco clients, but Foote’s ethical stand enhanced its reputation as a firm willing to prioritize values over profit. His bold move also spurred broader conversations about the ethics of advertising harmful products, influencing the industry’s approach to socially contentious issues.

Ultimately, Foote’s legacy stands as a testament to the power of principles in reshaping both personal and professional paths. Today, FCB is an award-winning global agency network with over 120 offices in more than 80 countries, employing over 8,000 people.