Conflict sells. If you want to be strong and fight the evil enemy. Who or what are you fighting? While planning a marketing strategy you select an enemy. Tight, evil, your enemy is more disgusting - is better for you. That your position as a hero.
"You complete me"
Joker taunting Batman with the line in the movie The Dark Knight. Good public image of Batman and the Joker was strong because of their conflict. champions need tough criminal and vice versa.
Marketing lesson from that is that people define you by your competitors. If you have not known you may need to select the enemy closely.
Make you appear more frightening enemy
Boxer Mohammad Ali understanding of marketing principles and shows well. He built the credibility and the threat of his opponents before each fight each. What made the victory more interesting. He promoted his fight against Joe Frazier in the Thrilla suck as Manillia. After the fight Ali said, "Joe Frazier, I'll tell the world today, bringing out the best in me I would say yes, that's a great person, and God bless him .." In the post-fight interview short with one commentator, Ali announced, "He is the greatest fighter of all time, beside me."
There is no glory or fame in defeating the opponent is weak.
Superman is a hero who is bigger because of his dangerous enemy Lex Luthor. Sir Edmund Hillary would be nothing without the challenge of Mount Everest. Wyatt Earp Clantons defined by the struggle with evil. Spartan 300 is defined by their stand against the unstoppable forces of the Persian Empire. David and his sling shot only remembered for his conflict with the giant Goliath. Buffy the vampire killer will be found without a blood sucking vampire.
Conflict capture attention and help to determine your position and value.
Many consumer products sold by fighting the enemies of previously unknown glorified by the marketing campaign. Consumer products promoted to combat morning breath, dandruff and a ring around the collar.
Present themselves as alternatives
Avis can not beat the market leader in the Hertz car rental business, so they defined themselves by the phrase, "We try harder."
With Pepsi taste tests defined itself as an alternative to Coke. Working well so amazed to blink and bumbling Coke with New Coke. The people at Pepsi should have been enjoying how they dread the market leader, Coke.
Mock enemy
With the clever TV ads, (Hello, I'm I'm a Mac PC). Apple positioned itself as an alternative to market leader, Microsoft-based computer.
A local pipeline company positioned itself as fighting clogged drains. The business owner makes them more formidable enemy to pose for photos with clothes pins on their noses.
People love conflict. It's entertaining, memorable and often life. Sometimes it can be funny. That's why "reality TV" shows so popular.
If you want to be better to see and remember - choose a colorful enemies and start fighting. Just start the one that can win.
by: George Torok
Article Source:
http://www.articlecity.com/articles/marketing/article_5747.shtml
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