Get people to hate you!

Every great brand has a great enemy. 

It doesn't have to be a specific person or company. It can be a belief, a way of thinking or ingrained attitude in your industry. 

Generally speaking, the bigger the enemy, the better.

In this newsletter I'm going to show you 

• Why your brand needs and enemy
• How great brands like Apple and Oatly have legions of fans with this approach and;
• How to find your enemy and tell your story

The Power of Enemies

As a brand, you can’t stand for everything, you have to stand for something. In taking a stance you’re going to create both passionate fans and passionate haters.

As Winston Churchill once said:

“Having enemies is a good thing. It proves that you stood up for something sometime in your life”

Here is why having an enemy is a powerful strategy for your brand.

• It creates a clear identity - by defining what you brand stands against helps you clarify what it stands for. It gives you clarity and a focal point for your marketing and communications 

• It engages your audience - conflict is a key element in storytelling. When your brand has an enemy, it creates a narrative that your audience can engage and rally behind

• It differentiates you from the competition - positioning your brand against a competitor or common problem highlights your unique value proposition and can make your brand more memorable

• It builds loyalty - when customers see your brand fighting for something they also oppose, it fosters a sense of loyalty and community. 

Examples of Brand Enemies

There are thousands of examples of brands using this approach with great success:

• Apple - their disdain for boring or unimaginative business computers was brought to life brilliantly with the famous ‘Think Different’ commercial. Apple has built one of the most powerful brands in the world centred around this common enemy.

• Oatly - the whole ethos behind Oatly is to promote a shift from animal-based to plant-based consumption to benefit both human health and the environment. They have framed the brand around their hatred for the dairy industry.

• Brewdog - I love the Brewdog brand for many reasons but it’s a perfect example of how, through harnessing a common enemy, they have taken on industry goliaths and won. Their dislike for bland, apathetic, mass produced lager has been the focal point for the company ever since they started. Whilst they have generated legions of loyal fans, they have also amassed legions of haters along the way. 

Remember, as a brand you can’t be for everyone! 

How to Find Your Enemy

• Understand your brand's purpose - start by asking why your brand exists? What problem are you solving? What values do you stand for? Using this foundation will enable you to assess what you stand for and more importantly, what you stand against.

• Identify common challenges - what common problems do your audience face? What problem is your brand trying to overcome? The bigger the issue, the more it will resonate.

• Craft your narrative - once you’ve identified your enemy, integrate it into your brand narrative. Your enemy provides clarity and the ability to create a compelling narrative that resonates with your audience and clearly communicates your mission. 

Final Thoughts

At Farm Stock, the enemy is bland, corporate marketing that I believe is holding so many companies and the farming industry back. That is a hill on which I am prepared to die and it provides the narrative around which everything is centred.

The best way for you to be successful is to get people to hate you. Not you specifically but your brand.

Whilst that sounds very counterintuitive, it’s true. Every great brand has a great enemy. 

If you don’t have any enemies, then you need to up your game and try harder.

Until next week…..