Flint river, the maker of high-end, baseball-style caps, needed to separate their product in the minds of their target market from the ubiquitous baseball cap if they wanted to justify a higher price tag. Their product, made of a rich leather and cotton combination certainly met the challenge, it just needed the right positioning to make it cool and acceptable to wear. The solution, as seen below, shows the cap in conformist environments and yet the wearer is fully accepted.