How Your Enemies Power Brand Innovation

Pepsi’s epic war with Coke and Apple’s public dust ups are evidence that enemies power brand innovation.

According to Martin Lindstrom, “Had Pepsi and Coke, not had each other, the chances are that their brands would not have spread to more than 100 countries around the world. The retired executives of both these companies claim that the real reason why their brands achieved world dominance was in the fighting words of one exec, “Every day we went to work, we went to war.”

Think of 2 successful brands that chose to win support by deliberately positioning themselves as the underdogs. Apple used “I’m a Mac, and I’m a PC commercials ”. Avis positioned itself as number two with a slogan we try harder. In 2013 it is still working hard at it.

Do you deliberately identify your competitors as your enemies and use this declaration of war to inspire innovation when it comes to your brand. Declaring war can be very good for your health.

According to Warren Buffet, “Your premium brand had better be delivering something special, or it’s not going to get the business.” In all probability it could be your enemy that will be the grateful recipient of the business you just gave away.

FNB did this – they “declared war on all of the other banks” –  which has inspired innovative products, services and marketing strategy. They are at war daily and winning market share fast. Their switching steve campaign has paid off handsomely.

As Martin Lindstrom puts it, “It requires courage, determination and a fierce focus, but aren’t these the very ingredients that successful companies are supposedly made of.” We challenge you to identify your “enemies” and out- innovate them as never before.