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Opposites attract from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
Opposites attract. That's the principle behind the law of branding that states that the leading brand in a category is almost always the opposite of the leading brand. Take Coca-Cola and Pepsi, for example. Coke is the original cola, the classic brand that's been around for over a century. Pepsi, on the other hand, is the challenger brand, the upstart that came along later and positioned itself as the choice for a younger, hipper audience. By being the opposite of Coke, Pepsi was able to carve out its own niche in the market and become a strong competitor to the established leader. This principle holds true in many other categories as well. In the world of computers, for instance, Apple is the leadi...
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