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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.

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Michael said…
Moore lays out a good case for this in Crossing the Chasm as well. If anything, it's good to have an analogous company, or else you have to spend all your time explaining a new idea.
Mon Mar 20, 01:05:00 PM 2006
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