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To Thrive In The Future Brands Must Focus on Making Enemies

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.

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