EVERY MARKETER NEEDS AN ENEMY

In the early 2000’s Audi was not a desired luxury car

They decided to REBRAND, to become COOL.

Their first step was to make an ENEMY

Scott Keogh - CEO of Audi

“To have effective positioning, YOU NEED TO MAKE AN ENEMY”

Audi’s Enemy: Old Luxury

Audi’s Enemy: Old Luxury

“Our ENEMY is staid, archaic, old school luxury” Scott Keogh - CEO of Audi

Did it work?

???

Audi is now the number

luxury brand

132

It generates 50% of all Volkswagen Profits

Audi isn't the only brand that knows their enemy

In 1984 Apple Had An ENEMY

Nike hates LAZINESS

“In search of clarity and direction, one’s enemy is the best teacher” Dalai Lama

An Enemy keeps you

An Enemy makes you a BETTER COMPETITOR

An Enemy shows why you’re DIFFERENT

What is YOUR enemy?

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