There is no such thing as a low-interest category
Marketers often fall into the trap of believing certain product categories are inherently boring — that nobody could possibly care about toilet-bowl cleaners, insurance, or car parts. This assumption is lazy and, more importantly, wrong.
There is no such thing as a low-interest category. There are only low-interest brands.
That line, from Richard Huntington, cuts to the heart of the issue. The problem isn't the category; it's the brand's failure to make people care. As Huntington and others have pointed out, even the most mundane products can spark genuine interest when the creative approach respects the audience's intelligence.
Fast Company has documented how brands like Method have made cleaning products interesting through design, storytelling, and a clear point of view. The Swedish agency Forsman Bodenfors demonstrated the same principle with Volvo — turning a car brand into a canvas for emotionally resonant work that people actively seek out and share.
The lesson is straightforward: if your brand feels stuck in a "low-interest" category, the category isn't the ceiling. Your ambition is. Listen to what your audience actually cares about, engage on their terms, and give them something worth their attention before you ever ask for the sale.
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