In the cutthroat world of modern marketing, where consumer attention is fleeting and loyalty is hard-won, a growing chorus of strategists argues that brands must embrace conflict to thrive. The idea isn’t new—think of Apple’s legendary “1984” ad positioning itself against IBM’s conformity—but it’s gaining fresh urgency in 2025 as economic pressures and digital saturation force companies to differentiate or die. By identifying and publicly opposing an “enemy,” whether it’s a rival, a societal ill, or an outdated norm, brands can forge deeper emotional connections with audiences, turning passive buyers into passionate advocates.

This strategy, often dubbed “enemy marketing,” flips the script on traditional branding’s aversion to negativity. Instead of bland positivity, it leverages opposition to clarify a brand’s values and mission. As Fast Company recently explored in an article published just hours ago, the most breakthrough companies today are those “brave enough to pick a side and fight for it,” rather than shying away from controversy. This approach isn’t about petty rivalries; it’s about storytelling that resonates on a primal level, much like how narratives in literature or film rely on antagonists to heighten drama and stakes.

Defining the Enemy: A Strategic Imperative

Historical examples abound. Coca-Cola’s longstanding rivalry with Pepsi isn’t just competition—it’s a cultural battle that has driven innovation and market share for both. As noted in a 2014 post on the Marketing Strategy Expert blog, without such foes, brands stagnate: “Coca Cola cannot live without Pepsi; without Coca-Cola, Pepsi will not innovate to build its brand further.” Fast-forward to 2025, and this dynamic is amplified by social media’s echo chambers, where tribalism thrives. Brands like Patagonia, which rails against environmental degradation, or Tesla, which positions itself against fossil fuel giants, don’t just sell products—they sell a crusade.

Yet, crafting an enemy requires precision. It can’t be arbitrary; it must align with core values and audience pain points. A 2013 piece from Branding Strategy Insider advises brands to identify “the thing you as a branded culture collectively hate the most, and that everyone else around you seems to accept or even encourage.” In today’s context, with inflation and tariffs making consumers cautious—as highlighted in a recent X post from Accelerant Research—brands must adjust by building loyalty through shared opposition, turning economic uncertainty into a rallying cry.

The Risks and Rewards in 2025’s Volatile Market

The rewards are tangible: heightened engagement, viral buzz, and sticky loyalty. Take Codie Sanchez’s framework shared on X in June 2025, which outlines “The 3 Vs” for defining an enemy to build a “magnetic business.” By picking a fight, brands create memorable narratives that cut through noise, especially in e-commerce where, as one X user managing ads for over 300 brands noted, advanced strategies like AI tools and optimized feeds are essential but insufficient without a compelling story. Publications like Ad Age have long echoed this, with a 2015 article urging brands to “find an enemy” to avoid playing it safe.

But pitfalls loom large. Missteps can alienate audiences or spark backlash, as seen in failed campaigns where the “enemy” felt contrived. A July 2024 guide from Elements Brand Management warns that the enemy should be a “shared problem or challenge,” not a personal vendetta, to position the brand as an ally. In 2025, with AI cloning products overnight—as discussed in a GTMnow X post—tech alone isn’t a moat; brand identity, fortified by opposition, is.

Case Studies: From Legacy to Emerging Brands

Look at emerging players in 2025. Influencer-driven brands are refining tactics, per an SA News Channel X post, by tiering creators to combat boredom and rising ad costs. Meanwhile, established names like those in Amazon’s ecosystem are optimizing PPC strategies, as detailed in Amify’s 2025 playbook, but layering in enemy narratives amplifies reach. A March 2016 insight from The Marketing Sage posits that an enemy “helps focus an organization,” a sentiment reinforced in October 2024 by 9Rooftops Marketing Agency, which emphasizes inspiring loyalty through alliance against a foe.

For industry insiders, the calculus is clear: in a year where video fatigue and new sports leagues dominate trends—as predicted in an Alex Lieberman X post—enemy marketing offers a timeless edge. It’s not about aggression for its own sake, but about authenticity that mobilizes communities.

Implementing Enemy Marketing: Practical Steps Forward

To operationalize this, start with internal alignment. Survey your team and customers to unearth shared frustrations, then craft messaging that subtly but firmly opposes them. Integrate into omnichannel efforts, from AI-driven content to voice search, as outlined in Park University’s 2025 strategies blog. Monitor sentiment via tools like those in Coursera’s top trends article, ensuring the narrative evolves without collapsing if the enemy shifts—as cautioned in a dannybuilder X reply.

Ultimately, as economic headwinds persist, brands ignoring this tactic risk irrelevance. By embracing an enemy, they don’t just compete—they conquer, building empires on the bedrock of conviction.