Why your brand needs an enemy

Brands, much like people, are defined not only by what they stand for, but what they stand against.

Obviously, both perspectives play a crucial role in shaping identity.

And while many businesses focus purely on promoting their core values, exploring what your brand opposes has huge value.

And no, this isn’t about stirring up hostility or creating unnecessary conflict.

It’s about identifying something tangible for your business and your audience to get behind. A shared, relatable belief or problem that runs counter to your brand’s values.

For example, Red Bull is about challenging boredom and mediocrity.

Disney? It stands against the idea of growing up.

Airbnb pushes back on the idea of mass tourist experiences.

Nike opposes apathy.

As you well know, successful brands don’t just sell products; they sell a way of life that connects deeply with their punters.

And having a shared foe is a super smart way to do just that and unite those punters in the process. It gives them something to give a f**k about.

Which is good, because as you know, most of the people you wanna talk to generally give zero of those.

There’s a common misconception, especially for challenger brands, that the enemy must be the competition. But at a brand level, that’s rarely the case.

Look at the examples above — the enemy isn’t another company, but rather a concept or issue that contradicts the brand’s core values.

Something bigger.

Meaning choosing an enemy requires a little bit of thought. The enemy has to resonate with your customers.

You need them to care about what you’re fighting against. That’s where the gold lies.

I’d argue that defining what your enemy is more critical than simply outlining what you stand for.

We live in an increasingly polarised culture. One where people are drawn to brands that take a stand that relates to their journey. That sense of shared opposition can turn the most sceptical punters into devoted followers.

So, if your brand doesn’t have an enemy, maybe it’s worth a think…

And just to be clear, the best enemies are ones you and your audience share. They’re highly relatable and they threaten beliefs or goals you and your audience hold.

So, who's your enemy?

-Nathan, Head of Strategy