Most marketers will tell you what their brand stand for, premium quality, reliable performance, consistent taste, great service, and so on. Sounds a bit like a bunch of cliches doesn’t it?
However, it is just as valid to define your brand by what it is against, and often it seems the “againsts” are somewhat implied, allowing some latitude in interpretation.
The Green party in Australia is against native forest logging, Nike is against lounge lizards, Apple is against sameness, and closer to home, the SME Riverina Grove‘s brand is against average tasting mass produced “Italian” style packaged foods.
Think about it next time a branding discussion emerges, weather it be in a formal strategy session, or probably better, around the coffee machine.