In a category where the product can be the same, the difference lies in the experience you build around it. With “We Do It Differently,” we developed a platform for iCon that turned its distinctive way of doing things into a reason to choose the brand. Together with Kurt Dyer, we connected humor, personality, and an irreverent style with a proposition that took iCon beyond the product, building closeness and differentiation in a highly competitive category. Because when everyone can sell the same thing, what truly matters is how you do it.