Why a brand needs an enemy

When I was at boarding school, my house — Atholl — was proud of its incredible unity. But it wasn’t because we necessarily liked each other—far from it. Our secret weapon was our house mistress: a strict and unyielding tyrant who in our teenage minds could give Mrs Trenchbull a run for her money. Her relentless rules and authoritarian style made her the perfect enemy, uniting us all in defiance. No matter our differences, we stood together against her: from finding sneaky ways to share clothes to hiding food for midnight feasts – both absolutely forbidden. Her ultimate sanction was removing the plugs from the radio and TV, so that we could not listen to the charts or watch our favourite shows.

When she retired, we all breathed a sigh of relief. Her replacement was kind and approachable—everything our former mistress was not. At first, we celebrated, but instead of flourishing our house fractured. Without a common adversary to rally against, we became cliques, splintering into factions and lost our sense of cohesion.

In hindsight I realised that looking after a house of teenage girls was no easy task and strict rules were vital to maintain discipline. This experience also stayed with me and taught me an intriguing truth: having a common enemy can create unity, clarity, and purpose. And this applies to brands as much as it does to a group of teenage girls at boarding school.

The power of a common enemy

Humans are wired for tribes, and nothing unites a tribe faster than a shared mission. Whether it’s rebelling against a status quo or championing a better way, having a clear opposition strengthens a brand’s identity and gives the audience a sense of belonging.

Brands thrive when they stand for something, and often, standing?for?something requires standing?against?something else. This "enemy" doesn’t have to be a competitor; it could be an outdated idea, a harmful practice or even a longstanding tradition. The key is to identify a shared opposition that resonates with your audience and aligns with your brand’s values.

A clear enemy creates:

• Unity:?Rallying your team and audience around a common cause.
• Identity:?Differentiating your brand in a crowded market.
• Purpose:?Giving your messaging a clear direction and focus.

Brands that thrived with an enemy

Some of the most iconic brands have built their identities by defining a clear adversary:

• Patagonia:?Opposes environmental degradation, consistently fighting for sustainability through bold campaigns like “Don’t Buy This Jacket” to encourage people to consider the effect of consumerism on the environment.
• Beyond Meat:?Challenges the dominance of traditional meat consumption by advocating for plant-based diets with?lighthearted ways to inspire consumers to rethink the meat they eat.??? ?
• Dove:?Challenges narrow beauty standards with its “Redefining Beauty” campaign, advocating for inclusivity and self-acceptance.

These brands’ enemies aren’t the competition; they’re symbols of something bigger: environmental or societal concerns, outdated norms or harmful practices. By opposing these, the brands create movements that transcend their products.

Risks and backlash

Defining an enemy can be powerful, but it’s not without risks; and many brands have equally faced significant fallout from their campaigns:

• Lush: Their campaign “Spy Cops” to encourage the public to speak out against undercover police surveillance of activists faced public backlash for being perceived as insensitive and undermined the efforts of law enforcement.
• Gillette:?Their “The Best Men Can Be” campaign tackling toxic masculinity sparked polarized reactions, with some praising the message and others accusing the brand of being patronizing.
• Oatly:?Despite its anti-dairy stance, Oatly faced accusations of hypocrisy after selling a stake to an investment group linked to deforestation in the Amazon.

These examples highlight the double-edged sword of choosing an enemy. While bold stances can rally supporters, they can also alienate or provoke backlash. The key is to navigate carefully.

How to choose and navigate your enemy wisely

Here are some tips I have found useful for defining and managing your brand’s "enemy". The right one can unite consumers across the political divide and not only make a meaningful impact but can also help to differentiate the brand and drive growth. ?

1. Focus on issues, not individuals:?Target issues or norms rather than attacking competitors or groups. For instance, environmental, social or economic empowerment issues that are relevant to your key audience or are not being polarized by the media. ?
2. Align with your values:?Ensure your “enemy” aligns with your brand’s mission and values and connected to your brand. Authenticity is non-negotiable; and contradictions (like Oatly’s investor controversy) can damage trust.
3. Understand Your audience:?Know your core audience, what they care about and how they will react to your stance. Polarizing issues can solidify loyalty but may alienate others.
4. Be Prepared for backlash:?Bold moves attract attention—both good and bad. Have a “crisis” plan to address criticism with transparency, humour and grace, and be prepared to stand your ground.
5. Frame with empathy:?Even when opposing something, communicate with empathy and frame in a way that appeals to your audience. Show your audience that your fight is for something better, not just against something bad.

Enemies can unite—But don’t let them define you

A well-chosen enemy can be a powerful tool for creating unity and purpose, however it’s not a strategy to wield lightly. The goal isn’t to incite division or negativity; it’s to inspire action and connection around a shared cause. And be prepared to evolve as your audience and values grow, your "enemy" may shift—from external threats to internal challenges or even societal mindsets.

So, what examples of great brands and their "tyrants" would you add to the list? ?What outdated idea, harmful practice or complacent norm have they rallied their audience against and… were they successful or did they face backlash?

Final thoughts: choose wisely, act authentically, and navigate boldly—because the right enemy can unite a brand in ways never imagined.

?