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Words For Marketers: Opposites Attract
What do you do when consumers want something you don't have? Give it to them.
(from CMO.com)
The "anti-brand" -- a brand that lies at the opposite end of its parent brand in terms of audience, price, style or other criteria.
Done right, the anti-brand can give a company entry into an arena it never could have imagined filling without diluting the legacy brand. By maximizing the power of the anti-brand, the brand is "taking the road less traveled." Just take a look at BMW and their Mini Cooper campaigns.
If there's one thing an anti-brand can't abide, it's being the same. If the anti-brand starts feeling the same as the parent brand then it has no reason to exist.
full article
posted by Unknown @ Monday, November 28, 2005,
