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.