Strategic Branding Through Picking Enemies

In this episode:

• Two PR campaigns that totally backfired (Burger King & Dove)
• The Will & Jada Smith playbook (also known as the Taylor/Kanye dynamic)
• Controlling the narrative, calculated controversy, and redemption arcs
• Basecamp’s founders making “bold enemies” out of Apple and Gmail
• Kim Kardashian’s rebellion in the form of the nipple bra, and “empowerment marketing”
• Christine Quinn as the professional villain on Selling Sunset
• How founders can use HARO to get earned media placements

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