A failed advertising creative who'd spent a decade watching his best ideas die in focus groups had one conviction left: that the most boring product on earth could become the most talked-about brand in the country. This week, Toby tells the unlikely story of Liquid Death — canned water with a skull on it, a $1.4 billion valuation, and a fan base that tattoos the logo onto their own bodies — and asks a question that should keep every estate agent up at night. If someone covered your logo, would anyone be able to tell your agency apart from the one down the road? We go deep on commoditisation, brand personality, and the holy grail of any business: turning ordinary customers into people who do your marketing for you.

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