To emulate the ascent of the IYKYKs and cultivate a following that is savvier, connected and in the know, brands must redefine success. Those that do it well know how to project an aura of exclusivity and inclusivity simultaneously; they offer products and experiences that might be only known by a select few but foster a sense of belonging among the initiated. The appeal of many Kirkland products, for example, is fueled by whispers that its unassuming packaging houses category-leading products disguised under its modest label. 

They also consistently challenge marketing conventions. IYKYKs have the bravery to explore communication that would seem counterintuitive to many marketers—individualistic and atypical alternatives to the mainstream. e.l.f. Cosmetics acts as a brand choosing to buck many category conventions like indulgence and mystique, instead tapping into trends like loud budgeting with the brand’s rewards app, which promotes opportunities to spend money wisely. 

In an ever more connected world, IYKYKs also recognize that novelty, individuality and clandestine experiences are a rarity. They embrace being the lesser-knowns, the underdogs, the subcultures. Consider Chime, the bank without a branch that homed in on broad consumer distrust of traditional big banks, offering fee-free banking, overdraft protection and early paydays for customers using direct deposit. 

In essence, the IYKYKs are showing us all that the thirst for growth at all costs has stripped the value from many brands and products. Consumers have recognized this and are seeking value and credibility among each other. Tomorrow’s most influential brands may be those you’ve not yet heard of.