It's All In Your DNA

Brand: Though they are well-established in their field, Ancestry is falling behind more modern brands like 23&Me because it has such a past-centric focus and takes more serious tones.

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Strategy: Ancestry has a little more fun with learning about your past. The quirks, the faults, everything that makes you “you,” is all because of someone else being it first. You can blame them, you can thank them, but it all ends up being part of your DNA.