Every unforgettable brand story needs conflict – and that means naming a villain. In this episode, host Edmund Manasan unpacks why brands that define what they’re against create stronger emotional pull, sharper messaging, and deeper loyalty. Whether it’s Big Beauty, toxic workplace culture, or outdated industry norms, the “brand villain” isn’t always a person. It’s often a system, belief, or pain point that your audience wants to defeat.

We explore how brands like Sweetgreen, Everlane, and Basecamp use villains to clarify their mission, ignite movements, and connect with customers on a visceral level. Plus, we offer a simple framework to help you define your own brand’s antagonist, and use it to build tension, rally community, and give your brand a purpose worth rooting for. Because if you’re not fighting for something… your brand might be forgettable.

Produced by ASTIGS Design Inc. – Creative-as-a-Service

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