The power of having an enemy in your marketing

The big idea

In marketing, having an "enemy" can be a powerful strategy for positioning your brand and attracting your target audience. This enemy isn't necessarily a direct competitor, but rather a concept, belief, or pain point that your product or service aims to overcome. By identifying and positioning against this 'enemy', you create a clear narrative that resonates with your target audience and sets you apart from the competition.

Why you need to know

1. Differentiation - By positioning against an enemy, you differentiate your brand from others in the market, making it easier for potential customers to understand your unique value proposition.
2. Emotional connection - Identifying an enemy taps into your target audience's emotions, creating a stronger connection with your brand and product. People are more likely to engage with and support brands that align with their beliefs.
3. Clarity in messaging - Having an enemy helps you craft clear, focused messaging that communicates how your product or service solves a specific problem or addresses a particular pain point better than the alternative (the enemy).

How to identify and leverage your marketing enemy

1. Understand your target audience - Dive deep into your target audience's pain points, challenges, and beliefs. Identify the primary obstacle they face in achieving their goals.
2. Define your enemy - Based on your target audience insights, define the enemy you want to position against. This could be a mindset, a challenge, or an industry status quo that your product or service aims to disrupt.
3. Craft your narrative - Develop a compelling narrative that positions your brand as the solution to the problem posed by the enemy. Highlight how your product or service helps customers overcome challenges and achieve their goals.
4. Integrate into your marketing - Weave your enemy narrative into your marketing messaging, content, and campaigns. Consistently reinforce how your brand is fighting against the enemy and helping customers succeed.

What Next?

Start by reflecting on your target audience and identifying the enemy that resonates with their experiences and challenges. Craft a strong narrative around this enemy and integrate it into your marketing efforts. Remember, the goal is not to attack competitors, but rather to position your brand as the solution to a problem your target audience faces.

As you implement this strategy, monitor your audience's response and engagement. Refine your messaging and approach based on feedback and results. Having an enemy in your marketing can be a powerful tool for building brand loyalty and driving business growth when executed thoughtfully and authentically.

Final thoughts from Steve

I've been involved with a few businesses that have successfully identified an enemy and used it to position our brand against.

One such business operated in the automotive leasing category, we identified the used car market as the enemy and created targeted campaigns that explained why leasing was better than buying second hand.

In another business involved in L&D we have been successfully positioning the business against the enemy, in this case low value training that has little or no effect on ones career with an alternative, premium accredited training that has a positive impact on your career.

Have some fun with this, it's great to identify an enemy that you can position your business against and see the reaction from your prospects.

Thanks for reading

If you found this insightful, stay tuned for more strategic marketing tips in the next edition of 'Strategy Spotlight with Steve'. Feel free to share your thoughts or experiences with leveraging an enemy in your marketing efforts.

Best

Steve Mark Marketing Consultant