A trade-show tactic: when a brand has little to no existing awareness in its category, replace a conventional category-standard booth with a maximally distinct, talkable design built specifically to make passersby stop and ask 'what is this?' — prioritizing curiosity-driven foot traffic over on-brand-category signaling. Wiz used this at early security trade shows, deliberately building 'the weirdest booth ever.' A specific tactical instance of the broader Brand-Driven B2B Purchasing and Breaking Category Branding Norms (Wiz's 'Magic' vs. Cybersecurity Fear-Branding) ideas: differentiation-first branding applied to a single physical, high-foot-traffic touchpoint.