One of the easiest ways
to drive brand loyalty
is to create an enemy.
We’ve seen how effective
that has been
with a certain political leader.
He always has an enemy
and he rallies his followers
behind hating this enemy.
This creates division
but it also creates
almost a cult-like loyalty.
Businesses use this often
in their branding.
Their ‘difference’ is often
what they are battling
to promote.
“You’ll never find
your brand’s true voice
without identifying the outsiders.
In order to divide
your ideal customers
into your camp,
you need to be
against some ideal,
belief, or perception,
the way Apple
was against
“boring” PC users
and their uncool computers.”
Who is your perceived ‘enemy’?
Can you rally prospects
behind ‘fighting’ this foe?