Most businesses are stuck trying to be better, louder, or faster than the competition. But the most powerful brands don’t play the game better—they change the game entirely. In this talk, Re Perez reveals what it takes to become a "Category of One" brand—one that no competitor, copycat, or machine can replicate. With over 23 years of brand-building experience, he shares how to rise above the noise, and lead the brand only you can build.