Similarity is the bane of business today. Similar people making similar products at similar prices, being sold from similar outlets by similar people! And yet, the purpose of branding is to be remarkable! Being remarkable starts with thinking differently. At Celsius100, we start with the consumer and their contexts. We call this 'outside-in-thinking'. We think of new contexts and stories that can be built around a product or service. Then, we train management and operational teams to deliver a memorable experience to the consumer.