The meme battle between Oppenheimer and Barbie Movie has been a really entertaining internet battle that has elevated both brands. And, it highlights a useful marketing principle: pick an enemy! Here are three reasons why:
I like that Cillian Murphy said it's a great day for the cinema industry and that he will definitely go watch Barbie in one of the interviews. But it's definitely been a perfect example of the power of marketing in distinguishing the right audience for your product. I think even on a smaller scale, freelancers like me can take a tip from this and think about what our services & target audience are NOT, so we can better position what our brand is FOR.? (We're actually going to watch Barbie tomorrow and booked Oppenheimer for next week to counter balance ??)
In some cases, to find what we are 'FOR' - we can first think about what we are 'AGAINST'. Sometimes 'AGAINST' brings us much more specifics and helps us to clear and become even more precise about what we stand FOR. Great positively lovely tip, Joe ?? P.S. And about the two movies - you can understand a lot about a person by finding out which of the two they will watch ??
It is interesting seeing the battle unfold. You should always show what you and your brand aren’t about, this isn’t it to show aggression (as you say) and you don’t have to pick anyone or another brand. But you should use frustrations your target persona has had. - with competitors - typical services - the market ‘norm’ That shows your story and is hugely authentic!
I understand the concept of taking an enemy. But when the offering of films is so slim these days I say more the merrier. It is clear that these 2 films are different flavours. I know which one I would choose. Lets see if someone can guess?
This is straight heat Joe ?? Made me think of M&M's "Melts in your mouth, not in your hands." I feel like 'picking an enemy' also comes in handy when you're trying to define your services as a freelancer.
"I am the best marketing professor, not the other guy"... Now, I wonder just who that one might be referring to ?? Mark Ritson
"Pick a Fight" is a proven cult brand principle mastered by a few, and ignored my most mediocre brands. Some of my favorite "fights" aren't the commonplace head to head fights between incumbents and insurgents (such as Coke vs. Pepsi, McDonalds vs. Burger, PC vs. Mac) but rather Brands vs. Unideal Situations, such as Snickers vs. Hangriness, Harley vs. Conformity, Swell vs. Plastic Water Bottle pollution. The more you can define your 'villain', the more heroic your offering can become.
See Manchester’s bins getting in on the action! https://www.itv.com/news/granada/2023-07-19/liam-or-noel-ballot-bins-allow-mancunians-to-vote-with-rubbish
Helping B2B companies escape Category Conformity with POV-led Positioning and Messaging.
1 年I always say that you're better off fighting against a concept rather than a competitor. Battling competitors suggests you're just trying to be better than them. But it's hard to back that claim up. Whereas battling a concept means you're saying that this entire way of thinking or doing things is wrong. You're implying that your competitors are wrong without directly comparing yourself. That's how you set youself apart as something different.