February 15, 2011, HBR Blogs, Scott Goodson
Goodson makes the case for companies to address, “What are we against?” in their branding efforts instead of only focusing on, “What are we for?”.
“Marketers may be reluctant to take a stand against anything because it feels controversial or divisive. But the truth is, some of the boldest marketers have been doing this kind of thing successfully for quite a while. Think of Apple, which in its early days came out strongly against conformity and the “Big Brother” world of computing.”
