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The Yin and Yang of Brand

August 15th, 2007 by Chief Nut

What a brilliantly simple and elegant idea that Seth Godin as proposed! … an important part of understanding your brand is to know who is the opposite of you. Some examples:

  • The opposite of Starbucks is Dunkin’ Donuts
  • The opposite of an iPhone is a plain-Jane-Motorola
  • The opposite of Rush Limbaugh is Al Franken

… you get the idea.

Like all things in the universe where you approach understanding, there is always opposites (good/evil, dark/light, yin/yang, etc.), so it makes sense that every brand needs to understand it’s opposite. As Seth points out, your brand’s opposite already exists, but it MAY not be understood by you and all your people may not agree on what it is.

This will now be a new part of our brand definition process. Can you describe your brand’s opposite?

It doesn’t get any better than this … simplicity leading to a deep understanding. Thanks Seth!

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