Great brands are polarizing.
If you try to appeal to everyone, you appeal to no one.
To build a cult-like following, you need an Enemy.
This doesn't mean attacking a specific competitor. It means attacking the status quo or a philosophical idea.
Examples of "The Enemy"
Liquid Death vs. Corporate Marketing: They aren't just selling water; they are fighting "boring" health products.
Chubbies vs. The "Serious" Office Job: They fight the 9-to-5 grind. The shorts represent freedom/weekend.
Olipop vs. Big Soda: They fight the hidden sugar that is poisoning America.
The "Us vs. Them" Framework
When you define an enemy, you create a tribe.
Customers aren't just buying a product; they are joining a side.
How to find your Enemy:
What does your industry get wrong?
What do your customers hate about current solutions?
What is the "villain" preventing your customer from achieving their goal?
Your Marketing Hook
Once you have an enemy, your copy writes itself.
"Stop letting [Enemy] steal your energy."
"The antidote to [Enemy]."
Don't be safe. Be a rebellion.
