Lesson 8: Know Thine Enemy

When creating a new category and a new brand to lead that category, it is helpful to play off against existing brands and highlight the differences. Potential consumers already have expectations about existing brand, and it will be easier to get into the minds of your consumers if you compare your offering against competitors. Christians began differentiating themselves from Jews as early as the Gospel according to Mark - generally believed to be the oldest gospel.

Many successful brands increase their mind-share by differentiating themselves against existing brands. From 7-up's "Un-Cola" comparing itself to Coke, to Avis' "We try harder." comparing their number two position to Hertz then number 1 position, playing off competitors is a demonstrated way of stretching your brand faster.

Lesson 7: Maintain the Mystery

Often, the hallmark of a great brand is that it does not reveal too much about the product. So it is true with the Catholic Church. While much of what the Church does is well documented and well understood, there are many secrets. From the mysteries of the Rosary to the dogma surrounding the Holy Trinity, many of the beliefs of the Church are considered to be unknowable except as revealed by God.

Many successful companies have used secrets to propel their brands. From McDonald's secret sauce to the Colonel Sander's secret recipe, keeping something behind the curtain can help generate interest and buzz in a brand. As you work to develop your organization's brand, be mindful of managing what you reveal... and what you don't.

What is Victoria's secret, anyway?