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  "path": "/notes/610c0a6e/",
  "publishedAt": "2026-05-19T18:00:38.000Z",
  "site": "https://thefield.blog",
  "textContent": "Urja and I were discussing why every single new brand today insists on being “bespoke,” “luxury,” “highly curated,” or some other flavour of hyper-specialised narrative. Why can’t they just exist on their own?\n\nIt got us thinking: sometimes, **positioning isn’t actually about market demand**. It’s about the personal aspirations of the founder. The **brand becomes a vehicle for where they want to sit in society** , rather than a reflection of what the market genuinely needs.",
  "title": "Urja and I were discussing why every single new …"
}