I think a lot about what brands that have failed to find their way in the world are missing and 9 in 10 times one critical mistake marketers are making is neglecting to find their antagonist, their ultimate enemy, and the thing they stand against. While it’s fine to say your brand is made of natural ingredients, family owned and passionate about giving back, as wholesome as these sound they are not nearly as compelling as building your brand story around a villain.
