Build Loyalty Like Apple: Define Your Enemy – Forbes

“If you want to make your brand part of your customer’s social identity, you have to make your customers feel different than the people who use a competing brand. The sharper the distinction (even if in real terms it’s not all that meaningful), the more effective this strategy will be.”

Source: http://www.forbes.com/sites/rogerdooley/2012/07/17/apple-enemy/

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