Re: Anti-Establishment Branding
IMHO, I think you are better to market the problem/solution in a positive
manner. However, your unique selling proposition could be how you serve
people differently from that "Establishment"
At 1/16/2004 10:25 AM, Julie Law wrote:
>I'm finding that more and more of my clients want to position
>themselves as the 'anti-industry' company within their respective
>fields. For example, there is a local collision repair company that
>has successfully built a brand as the 'anti-insurance' company -
>distancing itself from competitors because it 'represented the
>interests of the common man' instead of working deals with insurance
>companies, the 'villains' interested only in maximizing profits. Most
>recently, I think of Unix ads subtly positioned as the anti-Microsoft
>machine and Apple as the quirky contrast to PC. While the latter two
>aren't great examples since it's nearly an either/or scenario, there
>are many companies that have found success by not simply promoting
>features and benefits to differentiate themselves in a competitive
>marketplace (which I realize isn't what should be used as an
>identifier of brand, but commonly is) - instead they bill themselves
>as the stark opposite of how their particular industry is widely
>How effective is this approach? How risky? Can anyone cite more
>examples or provide information to help me respond to this apparent
>trend? Has anyone else encountered this or should I consider it a
>Any insight would be greatly appreciated.
>marketing and PR basics for your business
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Received on Wed Jan 21 2004 - 10:17:37 CST
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