But when you listen to the message, it is hard not to ignore the branding lesson within the lyrics.
“Do you know the enemy?
Do you know your enemy?
Well, gotta know the enemy.”
Precisely!
Without Lex Luther, there is no Superman.
Without David, there is no Goliath.
Without Angels, there are no Demons.
In branding, the same holds true.
Coke needs Pepsi.
Apple needs Microsoft.
The Yankees need the Red Sox.
Our lives are all about overcoming obstacles and challenges. The forces working against us become glue that unites and empowers us.
Having a clear and defined opposition is vital to create an identity for your brand. Everyone on your team needs to know what you stand for, and by virtue of that they need to know what you don’t stand for.
That doesn’t mean you need to embark on a negative marketing blitz. It simply means that in order to clearly define your brand, you need to understand your brand’s values and know what brand stands for a different set of values.
Did you ever think you would be learning a valuable lesson in branding from a punk band that played Woodstock ’94 covered in mud?
