The Strategic Enemy: How to Build and Position a Brand Worth Fighting for

"To get people to fight for something, it will require them to reject something else--as some of the most successful brands have done, resulting in massive scaling and worldwide brand names. For people to accept positioning, they had to let go of advertising creativity being the best way to build a brand. This book is full of great brands that started off with the enemy in mind. Take Liquid Death, one of the most successful new water brands. Identifying the enemy was an essential part of the branding process. Liquid Death's enemy is plastic bottles, so they launched a water brand in cans. Now they have a great name and killer marketing, too. But would the brand be as successful if was sold in plastic bottles? I think not. Consumers are overwhelmed by choices and inundated with marketing messages. Despite the rise of positioning, most brands still focus on being better when the real advantage lies in being different. Using an indisputable difference to drive your brand into the mind is what finding an enemy is all about. So, buckle up. This book will show you how finding an enemy will make your brand something worth fighting for"-- Provided by publisher.