If you want to stand out, you need an enemy.
Not necessarily a competitor (though that can work), but a big, frustrating problem that your audience can get behind fixing. Think of Apple vs. Big Brother in 1984. Dove vs. toxic beauty standards. Tesla vs. fossil-fueled complacency.
Picking a fight gives your brand an edge, a mission, and a rallying cry. It makes your audience feel something—whether it’s anger at the status quo or excitement for a new way forward.
But be warned: lukewarm fights don’t count. If your battle cry is “we’re just a little bit better,” no one’s listening. A true challenger brand dares to take a stand, disrupt the norm, and make people pick sides.
So, who or what are you fighting against? And are you brave enough to go all in?