Saturday, May 5, 2012

How Enemies Power Innovation | Fast Company

How Enemies Power Innovation | Fast Company: "Not long ago I spoke with a group of teenagers about branding. Soon enough the subject turned toward Coca-Cola. For my own curiosity, I asked them who they considered Coke’s main enemy. Of course, I was expecting them to state the obvious--Pepsi. Instead the room went kind of quiet. No one was sure.
The hyper competitiveness of the Coke-Pepsi dynamic, which I grew up with, was unknown to them. I tried jogging their memories by mentioning Michael Jackson strutting his stuff in a glittering black jacket, singing "I’m Bad." Nothing. So I said: "Remember the ad, the one where Michael Jackson’s hair caught on fire?" They did not."

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