When you think of branding, you think of the things you can do to make your company stand out. But what if you could brand more effectively by repositioning your competition instead? It might be easier than you think. When HBO wanted to set itself apart, it used the statement, “There’s TV. And there’s HBO.” to great effect. FedEx said, “When it absolutely, positively has to get there overnight,” suggesting that the competition might drop the ball. Today, think about how you could set yourself apart by painting all your competition with the same brush.
