Every brand needs a story.
Every story needs a hero.
And every hero needs a villain.
Don’t get us wrong; we’re not talking about “vilifying” the competition. We’re talking about differentiating. To build your brand’s narrative and stand out, you have to tell the world what you’re doing differently.
In other words, you need contrast.
Consumers are triggered to action by their “pain points,” the things that make doing whatever they want to do difficult or impossible. Whatever your competitors aren’t doing is the space your company fills.
Lean into that. Celebrate it. Today, we’ll explore how.
By choosing an “enemy” to contrast your company with, you show consumers what you’re really about. By opposing your brand to others, you avoid a “me too” mindset and focus on what makes your company truly special.
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