Sunday, March 19, 2006
You Need an Enemy
One piece of advice that Al Ries has mentioned is that it helps for your brand to have an enemy. If you can't differentiate your product from others, it's hard to establish a brand. Identifying an enemy and portraying your product as the opposite is a simple way of differentiating. It also stimulates customers to personalize your brand, leading them to talk about it with their friends.