In this episode, I discuss the concept of brand enemies and how they can be a powerful tool in brand building. Brand enemies are opposing ideas, beliefs, or states that clash with a brand's values and goals. By choosing a distinctive enemy, a brand can differentiate itself and rally people around a shared cause.
I explain the importance of conflict in storytelling and how it can help a brand stand out and gain attention.
I also provide methods for finding and describing a brand enemy, such as starting with the brand's purpose and positioning against competitors' values.
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