Your brand’s best friend might be an enemy
Red Sox vs. Yankees, Coke vs. Pepsi, Republicans vs. Democrats, Apple vs. Microsoft. These are among the most recognizable brands in the world. Each is defined in part by its opposition to the other. Can you even think of one without thinking of the other?
What makes rivalries so compelling and, oftentimes, enduring? In a word, balance.
Some social configurations are more stable and require less energy to maintain than others, according to Cornell University researchers who applied models from physics to social dynamics. For example, when the enemy of your enemy is your friend, or the friend of your enemy is your enemy, you’ve got balance—and less social stress. The easiest, least stressful configuration to maintain? Tied for first place: a rivalry between two groups and, conversely, zero rivalry (all friends).
I know. Hard to believe that a stadium full of screaming fans wearing giant foam fingers is “balanced.” But while a rivalry may be intensely expressed and experienced, socially speaking, it takes the least energy to maintain. It’s black and white. It’s easy to understand. Which plays right into one of neuromarketing’s basic rules: keep it simple. Our brains prefer things that are easy to think about.
More than that, competition is good. General competition validates your market space, and specific competition validates your corporate existence and offerings. It is social validation; any attention you get—even from your rival—grows your market presence.
It’s not about mudslinging, although obviously that happens in sports, politics, and marketing alike. It’s about turning your rival into a foil that helps you define and focus your brand. It’s about creating a bond with your client—you’re on the same team.
Plus, a rivalry makes a great story. And as I’ve blogged about, the brain loves a story.
Tips for using rivalry in marketing:
• Pick the right enemy. Spend some time finding the right anti-you. Our client inRESONANCE sets itself apart from other school database companies by promoting customizable solutions over their competitors’ all-in-one approaches.
• You can either redefine your enemy in contrast to you (Verizon maps AT&T’s poor coverage), or redefine yourself in contrast to them (7-UP is the uncola).
• A subtle jujitsu attack is usually preferable to a full-on assault. You don’t want to be unlikeable. The Mac guy lets the PC guy make a fool of himself.
• Your specific rival can be an idea or stereotype. For example, Bidwell ID “enemies” are prima donna designers and full-of-themselves marketers.
• Embrace competition as a way to excel. Competing to win can be exhausting, and studies imply it is not healthy.
• Don’t spend too much time on your competition. You may be giving them more attention than you want.
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Us vs. Them
Your brand’s best friend might be an enemy
What makes rivalries so compelling and, oftentimes, enduring? In a word, balance.
Some social configurations are more stable and require less energy to maintain than others, according to Cornell University researchers who applied models from physics to social dynamics. For example, when the enemy of your enemy is your friend, or the friend of your enemy is your enemy, you’ve got balance—and less social stress. The easiest, least stressful configuration to maintain? Tied for first place: a rivalry between two groups and, conversely, zero rivalry (all friends).
I know. Hard to believe that a stadium full of screaming fans wearing giant foam fingers is “balanced.” But while a rivalry may be intensely expressed and experienced, socially speaking, it takes the least energy to maintain. It’s black and white. It’s easy to understand. Which plays right into one of neuromarketing’s basic rules: keep it simple. Our brains prefer things that are easy to think about.
More than that, competition is good. General competition validates your market space, and specific competition validates your corporate existence and offerings. It is social validation; any attention you get—even from your rival—grows your market presence.
It’s not about mudslinging, although obviously that happens in sports, politics, and marketing alike. It’s about turning your rival into a foil that helps you define and focus your brand. It’s about creating a bond with your client—you’re on the same team.
Plus, a rivalry makes a great story. And as I’ve blogged about, the brain loves a story.
Tips for using rivalry in marketing:
• Pick the right enemy. Spend some time finding the right anti-you. Our client inRESONANCE sets itself apart from other school database companies by promoting customizable solutions over their competitors’ all-in-one approaches.
• You can either redefine your enemy in contrast to you (Verizon maps AT&T’s poor coverage), or redefine yourself in contrast to them (7-UP is the uncola).
• A subtle jujitsu attack is usually preferable to a full-on assault. You don’t want to be unlikeable. The Mac guy lets the PC guy make a fool of himself.
• Your specific rival can be an idea or stereotype. For example, Bidwell ID “enemies” are prima donna designers and full-of-themselves marketers.
• Embrace competition as a way to excel. Competing to win can be exhausting, and studies imply it is not healthy.
• Don’t spend too much time on your competition. You may be giving them more attention than you want.