Lesson
Point out Self-Category Issue /Limitation - Narrative Choice Explained with Examples
Examples that point out category level issue: [Vivo](https://www.youtube.com/watch?v=4jTB1MUGeqQ),[ ](https://www.youtube.com/watch?v=EeRADNpdKD4)[USCellular](https://www.youtube.com/watch?v=rMIgXBENjgo), [Pinterest](https://www.youtube.com/watch?v=qr8bNBuptpU)
Examples that point out brand level limitations: [Coke](https://www.linkedin.com/posts/joanaplautz_sometimes-there-are-more-important-things-activity-7193621050062970880-wENy?utm_source=share&utm_medium=member_desktop),[ Amazon (aam)](https://www.youtube.com/watch?v=T-hlWxHt1WA),[ Smart car](https://www.youtube.com/watch?v=Prvu4RifEQ0), [Kingtox](https://www.youtube.com/watch?v=-Uw-0EYZ8Rg), [Van Heusen](https://www.linkedin.com/posts/banyan-netfaqs-pvt-ltd--afaqs--_internationalwomensday-advertising-marketing-activity-7303299226959024129-Tl1x?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAJU29QB9VFueVT6uYSxXnFxz6M3akU_Qn0),
Instead of highlighting strengths, the brand openly states its limitations or what it does not aim to solve. This creates authenticity and sharpens positioning by implying focus and honesty. It often builds trust by signaling that the brand is not trying to be everything for everyone.
Coke: We are not that important that you can’t spill us
Vivo: Being on phone is not that important
Keep learning with Story99
Get new frameworks and updates in your inbox.