Blue Ocean is a methodology that was originally developed within the book: Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant by W. Chan Kim and Renee Mauborgne.  The concept within the book is that any company within any industry space can move their brand away from the red and “bloody” waters of heavy competition to the calm and “blue” ocean waters of minimal competition, if they modify enough variables. For example: The way in which Cirque du Soleil effectively differentiated themselves from the circus, performing arts, and musical theatre is a great example of how a brand can become both Blue Ocean and ultimately more successful and profitable than their competitors through effective differentiation.