1.12.2006

TIP: Nothing like a good enemy for a strong brand

If your brand is clearly defined enough to have the power to attract enemies, Rick Nobles blogged, it also has the power to attract raving fans. And the raving fans of your brand are the ones who return again and again. They're the ones who will tell their friends about you. They're the ones who will wear your logo. They're the ones that almost enjoy the annoyance of your brand-haters and will keep coming back for more...

Comparing Apples to PCs. PC users think of Apples as those "other" computers used only by those artsy types. Apple fans are proud to be called artsy types, and they embrace the brand as their ambassador. Their fans appreciate design (many are designers themselves), and Apple's appreciation for aesthetically beautiful products speaks to them. PC users, with their serious spreadsheets and results-oriented PowerPoint presentations, wouldn't dare touch something so whimsical. The result is a point of contention (i.e., definition) between the right-brained artists of the world and the left-brained businessmen. As long as the values of these two societal groups conflict, both brands will succeed...

The biggest brands out there appeal to a lifestyle-not out of shallow pandering to a niche but by remaining true to their identity in the face of negative response. But to appeal to a lifestyle, a brand has to have just that-a life. A brand trying to appeal to everyone isn't a brand at all, just a watered-down commodity. And a commodity never attracts a raving fan-it attracts indifference. In a crowded marketplace, indifference will kill you...

So don't fear the hate. Embrace it. Maybe in your next brainstorming meeting, don't ask how can you appeal to X. Ask how you can annoy the hell out of Y.

Category: C++ Quant > Fix the Job You Got

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