EVERY STORY NEEDS A VILLAIN. SO DOES YOUR BRAND

Summary from the TLDR Marketing newsletter

Build your brand around one clear enemy that customers already recognize. Dollar Shave Club challenged overpriced razors, while Snickers built years of ads around hunger with its “You're not you when you're hungry” campaign. Patagonia fights throwaway culture through durable clothing and repair programs. Turn your brand's villain into a content strategy by showing how the problem affects customers and connecting it to the deeper belief your brand stands for.