I’m surprised how often this marketing tactic gets overlooked:
Choosing an enemy to position against.
Here are three good reasons to go out and pick a fight:
1️⃣ Contrast – Having an enemy makes it very clear, very quickly what you stand for, and more importantly, what you don’t
2️⃣ Controversy – Not everyone’s cup of tea. But there’s nothing quite like it if you want to stand out and grab people’s attention
3️⃣ Communication – Harder-hitting messaging that’s memorable and persuasive
I’ve included examples of companies that got it right in the comments.