Chapter 2

Does a brand need an enemy?

Thương hiệu có cần một kẻ thù không?

The chapter's question

What are the essential building blocks of a modern brand platform?

Big idea

A modern brand is built on five pillars: Worldview, Enemy, Hero, Transformation, and Promise.

In this chapter

  1. Part 2.1

    Worldview: The Idea Behind the Brand

    When you show your worldview to 5 people in your target audience, how many nod and how many push back?

  2. Part 2.2

    The Broken World and the Enemy

    Which system or habit in your industry, accepted because it has always been that way, does your brand fight against?

  3. Part 2.3

    The Hero: Your Customer

    On your homepage, how many times does the word we appear compared with the word you?

  4. Part 2.4

    Transformation: From Who → To Who

    When you interview 3 customers, which words do they use to describe their state before and after using your product?

  5. Part 2.5

    Promise: The Change You Deliver

    If your brand failed to keep its current promise, what exactly would customers complain about?

The reading for this chapter is inside Conan School

This chapter has 5 readings, with case stories and exercises. Chapter 1 of Modern Brand Platform - How Startups Build Brands That Create Movements is free to read right here.

Read in Conan School

Chapters of Modern Brand Platform - How Startups Build Brands That Create Movements

  1. 1.Does a brand start with a logo or a belief?
  2. 2.Does a brand need an enemy?
  3. 3.Do people follow a brand for products, or transformation?
  4. 4.Does a brand belong to the company or its followers?