The Wax/On team interview Simon Duffy MBE, who launched male skincare brand Bulldog and has now ventured into the dental category with new mouthwash brand “Waken”. Simon debates brand differentiation versus distinctiveness and tells us how he set out to make all his competitors look the same. He explains why he thinks there’s no such thing as low interest categories, just low interest products. For both his brands he explains how he found the market in the gap, plus how bigger businesses can emulate the lean start-up Minimum Viable Product approach.