January 2011

Sometimes the best thing for a brand is an enemy: a rival brand that can be the focus of advertising. The other day, Mark Gallagher and Laura Savard at the BlackCoffee blog put the advantage of focusing on a rival succinctly:

Stare at a lightbulb for a few seconds, and when you look away you'll see a colored spot no matter where you look. That's an "afterimage," and these ghostly remains of what you are looking at can be much more interesting than a mere…