Reading the article in Journal of Marketing Research “Referencing a Rival Brand Can Increase Consumer Engagement” by Xuehua Wang, David A. Schweidel, and Michael Lewis, I was intrigued by the idea that referencing rival brands can significantly boost customer engagement. Their research shows that rivalry creates a compelling narrative, one that consumers can relate to and follow like an ongoing story. This effect works because customers are naturally drawn to competition and the drama it brings, making the brand’s messaging feel more dynamic and engaging.
But as I reflected on this concept, I saw another angle: what if we think beyond direct rivalries and look at how customers perceive the entire competitive landscape as one big story?
From this perspective, customers don’t just see a collection of brands selling similar products—they see a dynamic “movie” unfolding in their industry. In this movie, every brand plays a role: some are heroes, others are rebels, guides, or challengers. Customers aren’t passive viewers; they pick sides, cheer for their favorites, and align with brands whose “character” and “role” they admire.
The Framework: Building Your Brand’s Character and Role
This observation led me to a framework for small and large brands alike: to truly stand out, you must define both your character and your role in this larger market story.
A. Character: Who Your Brand Is
- Values: What does your brand stand for? (e.g., innovation, sustainability, inclusivity)
- Personality: How does your brand communicate and behave? (e.g., friendly mentor, bold disruptor, or confident expert)
- Mission and Vision: Why does your brand exist, and where is it going?
By defining a relatable and consistent brand character, you allow customers to connect with your brand on an emotional level—almost as if it were a person they’d want to befriend or follow.
B. Role: How Your Brand Fits Into the Big Story
Once your character is clear, the next step is to define your role in the market narrative. This role positions you in relation to competitors without needing direct comparisons.
Here are some possible roles:
- The Hero: Leading the charge for change or innovation.
Example: Tesla reshaping the future of transportation.
- The Rebel: Breaking the rules and challenging industry norms.
Example: Dollar Shave Club disrupting the razor industry.
- The Guide: Helping customers succeed with care and expertise.
Example: HubSpot supporting marketers to grow their businesses.
- The Underdog: Fighting against bigger players to carve your place.
Example: Slack standing out in a world dominated by Microsoft.
Your role helps customers see you as part of the “movie,” making your brand more memorable and engaging.
Practical Applications for Your Brand
Here’s how you can apply this framework in your brand-building efforts:
- Define Your Brand’s Values and Personality:
- Think of your brand as a person. How would it speak? What does it stand for?
- Example: An IT brand specializing in APIs could highlight values like “developer-first” and communicate in a straightforward, approachable tone.
- Find Your Role in the Competitive Landscape:
- Analyze your competitors and position yourself differently.
- Example: If others are large and impersonal, position yourself as the agile, approachable alternative.
- Tell Your Story Through Your Role:
- Use storytelling to emphasize your mission and why it matters.
- Example: Share customer success stories that show how your brand solves real problems in unique ways.
- Create a Sense of Belonging:
- Build a community of customers and supporters who align with your values.
- Example: A sustainable FMCG brand could invite customers to join their environmental initiatives.
The original article inspired me to think about how rivalry creates engagement, but it’s clear that there’s a larger opportunity here. Customers don’t just engage with rivalries — they engage with the entire story of an industry. By defining your brand’s character and role within this story, you give customers a reason to believe in your brand and follow its journey.
What role does your brand play in the big story of your market? Let’s discuss—I’d love to hear your thoughts!
