A.J. Kay I do agree that the “what” of their branding was left out of the article but that’s because the piece was focused on differentiation among marketing business models, not branding campaigns.

I believe I described how SoulCycle brands itself in a different way than FlyWheel but I did that because they have exactly the same business model.

Comparing the branding strategies of companies with different business models is like comparing the taste of oatmeal to steak, the two are in different brackets of choice, in my opinion.