Abstract: Some brands are struggling to engage consumers not because the
world has changed but because, in an attempt make friends with
consumers, they have reduced themselves little more than a bland
compendium of virtues.
In this essay I will show how brands can take advantage of one of
the major ways humans form bonds with each other: by identifying
and rallying against an enemy group. I will argue that brands
which mimic this behaviour will be become more relevant, more
meaningful and ultimately more profitable.