The world is busier than ever. One of the major challenges for
brands is how to stand out from the competition: brands competing
for market share, new brands that are being introduced, and indeed
politicians fighting for attention in a crowded arena. The answer
is certainly not to create more and more messages. Instead, brand
managers should be able to craft 'polar' brand associations. This
book shows how brands catch the eye by creating polarity. This goes
further than just being different. It's a sophisticated technique
to set brands apart from all other competitors in a radical way.
This can be done by creating brand associations that radically
split a competitive field into absolute opposites or are able to
reconcile these in unexpected ways. Lightheartedly and with a
wealth of examples, the book describes unique ways of guaranteeing
that brands create a break through. Contrarian Branding is a must
for brands eager to stand out from the crowd.
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