Conflict creates drama, in order to for a story to go forward there has to be a contrast between the protagonists and the antagonists. In the world of marketing, we often brand by formula and we advise companies to stand for something. The question I often tell my clients is "What do you stand against? What bullshit rule do you want to abolish in Japan?" For Apple it was complexity, and for One Coin English, our challenge was, how to develop a brand that creates a contrarian rule based on other 英会話 malpractices.

In this episode, will discuss how to create our own contrarian rule to better position ourselves in the market while creating a clear contrast between our brand (the protagonist) and our competitors(the antagonists).