Monsters Ahead: Brands Using Villains to Boost Their Positioning

It’s the one year anniversary of our most popular edition, "Embrace Conflict to Assert Your Brand POV " As a throwback to that hot topic, we’re revisiting the art of conflict but this time with a twist. In this edition of Yes &, we’re looking at brands that didn’t just create a point-of-view—they found a monster to fight. Whether it’s a societal ill, a dramatized pain point, or a slimy industry standard, these brands are using villains to rally their audiences around a common foe. Mwah hahahah!

1. Woolmark: Fighting the Zombie Apocalypse of Synthetic Clothing

Woolmark is going full Walking Dead in their latest campaign, and no, they’re not selling costumes. They’ve taken on synthetic clothing and its environmental impact by turning synthetic garments into literal zombies. The message is that every single synthetic garment ever made is still out there, slowly decaying the planet like a fast-fashion ghost. With a campaign that says "these clothes will haunt us forever," Woolmark is tapping into our growing eco-anxiety, reminding us that wool is biodegradable while synthetics... well, they might as well be the undead.

Woolmark has transformed a dry, yet critical sustainability issue into a dramatic video that grabs your attention—who can resist a good zombie metaphor, amiright? The brilliance lies in highlighting an environmental problem in a way that’s both familiar and terrifying. Plus, it gives the wool industry a halo effect as the obvious solution to this zombie invasion.

2. Pepper: Slaying the "Cup Gap" Monster

Pepper has taken on an enemy that women with small chests have been battling forever—the dreaded cup gap. Unlike the more standard "bra fit" complaints that many brands gloss over, Pepper has turned this unique pain point into their ultimate villain. Their battle cry, "No more cup gap!", is a rallying promise that women with smaller busts never knew they needed, but now can’t live without.

This is a brand that has nailed its niche audience. By treating the cup gap as the ultimate boss fight, Pepper positions itself as the hero for women who’ve felt underserved by the bry industry. Every product becomes part of the cup-gap-slaying arsenal—a role far more engaging than simply selling "better-fitting bras." They’re not just solving a problem, they’re flipping the script and turning it into an empowering brand mission.

3. Wise: Destroying the Hidden Fees Villain

Wise (formerly TransferWise) isn’t just another currency exchange platform—they’re a modern-day whistleblower, calling out banks on their sneaky hidden fees. In an industry that thrives on confusing the customer, Wise pulls no punches. They’re coming for hidden fees, wrapped up in technical jargon and deceitful small print. Wise exposes the villainy of traditional banking and offers transparency as the only moral option. By making hidden fees the enemy, Wise gives its users a clear, relatable villain to fight. It's not just currency exchange; it’s a movement against the unfair practices of an entire industry.

Improv Prompt Exercise: Name Your Monster

To tap into the magic of conflict-driven branding, let’s workshop your brand’s own monster. Gather your team and use this improv-inspired exercise:

1. Brainstorm the Enemy: What’s the biggest obstacle or villain your audience is facing? Is it something within your industry, a cultural pain point, or an outdated practice that frustrates your customers?
2. Give It a Face: Personify this issue. Is it a sneaky fee (à la Wise)? A stubborn pain point (Pepper’s Cup Gap)? Or a lurking environmental threat (Woolmark’s zombie clothes)? Giving it a face or personality will make it tangible and easier to fight.
3. Build the Arsenal: How does your product or service slay this monster? Think about how your offerings aren’t just solving a problem—they’re arming your customers with tools to defeat the villain.

Want more ideas on how to turn your brand into a hero? Let’s chat—whether it’s finding a monster to fight or refining your brand positioning, we’ve got you covered. Get in touch .

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