How can you create a powerful brand? Follow the advice of UK entrepreneur BJ Cunningham who created Death Cigarettes, a brand of cigarettes sold in the United Kingdom from 1991 to 1999. Its product disclosed its hazardous nature by prominently displaying skull and crossbones on its outer package and came in two varieties: Death, and Death Lights. Just imagine how this might appeal to the rebels.
His premise was to take a position that none of the other cigarette companies was taking. Great advice – and at the time all the tobacco companies were denying any ill effects of smoking tobacco. So why not be different from the crowd and admit the truth. BJ Cunningham may have begun the anti-brand movement before we knew what that meant.