Why CMOs Must Be Change Agents, Not Order Takers

Table of Contents

Marketing Like a Villain: Why Your Brand Needs a Nemesis

Let’s get one thing straight: heroes are boring. Superman? Snoozefest. Captain America? Yawn. You know who gets the best lines, the best outfits, and the best origin stories? The villain. And in the world of marketing, if your brand doesn’t have a nemesis, you’re just another caped crusader waiting to be forgotten in the content graveyard.

Welcome to the dark side of brand strategy—where we don’t just build brands, we build rivalries. Because nothing sharpens your message, rallies your audience, and fuels your growth like a good old-fashioned enemy.

The Psychology of a Nemesis: Why It Works

Humans are tribal. We love a good us-vs-them narrative. It’s why sports teams have rivalries, why political campaigns get heated, and why your cousin still won’t talk to you after that Monopoly game in 2014.

In marketing, a nemesis gives your brand:

Clarity: You define what you’re NOT, which makes what you ARE even clearer.
Energy: Conflict creates tension. Tension creates interest. Interest creates engagement.
Loyalty: People love to pick sides. Give them a side worth fighting for.

Think of it as brand positioning with a punchline. Or better yet, a punch.

Real-World Examples: Brands That Picked a Fight (and Won)

Apple vs. Microsoft

Remember those “I’m a Mac / I’m a PC” ads? Apple didn’t just sell computers—they sold rebellion. Microsoft was the corporate drone; Apple was the creative renegade. That campaign didn’t just sell products—it built a cult.

Dollar Shave Club vs. The Razor Cartel

Dollar Shave Club didn’t just launch with a viral video—they launched with a vendetta. Their enemy? Overpriced razors and the bloated bureaucracy of Big Shave. The result? A billion-dollar exit and a masterclass in punching up.

Liquid Death vs. Boring Bottled Water

Liquid Death took the most boring product on Earth—water—and made it metal. Their nemesis? The bland, plastic-wrapped hydration industry. They didn’t just hydrate—they murdered your thirst. With a can. And a smirk.

How to Find Your Brand’s Nemesis

Not every brand can go full supervillain, but every brand can find something to push against. Here’s how to find your perfect enemy:

1. Identify the Status Quo

What’s the “normal” way of doing things in your industry? What’s the sacred cow everyone’s afraid to grill?

2. Ask: Who’s Making Life Hard for Your Customer?

This could be a competitor, a system, a mindset, or even a bad habit. Your job? Be the antidote.

3. Turn It Into a Rallying Cry

Don’t just oppose—declare war. Make it clear what you stand against, and invite your audience to join the rebellion.

Truth Bomb: “If your brand doesn’t stand against something, it stands for nothing.”

Framework: The Nemesis Positioning Canvas

Here’s a quick framework to help you villainize your value prop:

The Villain: What are you fighting against?
The Victim: Who’s suffering because of it?
The Hero (You): How do you save the day?
The Weapon: What’s your unique solution?
The War Cry: What’s your bold, memorable message?

Fill this out, and you’ve got the bones of a brand story that actually makes people care. And maybe even buy something.

Common Mistakes: Don’t Be a Cartoon Villain

Before you go full Joker, let’s pump the brakes. There’s a fine line between bold and belligerent. Here’s what NOT to do:

Don’t name names (unless you’re ready for war): Punch the category, not the competitor.
Don’t be mean—be clever: Sarcasm is a spice, not the whole meal.
Don’t fake it: Manufactured outrage smells like Axe body spray in a boardroom—desperate and dated.

Final Thoughts: Embrace the Drama

In a world drowning in bland brand messages and beige mission statements, a little drama goes a long way. Your brand doesn’t need to be evil—but it does need an edge. A point of view. A reason to exist beyond “synergizing scalable solutions.”

So go ahead. Pick a fight. Draw a line in the sand. Be the brand that says, “We’re not like them—and here’s why.”

Because in marketing, as in movies, the villain always steals the show.

Ready to Find Your Nemesis?

If your brand is still playing nice in a world of gladiators, it’s time to sharpen your sword. Need help crafting your villain arc? Let’s talk.

Mark Gabrielli
Founder, MarkCMO
[email protected]
www.linkedin.com/in/marklgab