Brands are carving out entirely new product categories by identifying white-space opportunities and building cultural significance through specificity rather than scale. Mike's Hot Honey created a new condiment category through word-of-mouth and cultural resonance rather than broad marketing; the adidas x Asphalt Cannoli Samba leverages specific culinary iconography to create limited-edition appeal. This reflects a cultural move away from universal positioning toward creating cultural meaning through deliberate narrowness.