Pick An Enemy
Pick an Enemy gives the brand something real to push against: a competitor, a cultural norm, a bad actor, harmful behaviour, or even the audience’s own self-sabotage. Used effectively, it turns friction into focus and makes what's at stake clearer.
Reframe the Insult
The most powerful thing you can do with a word used against your audience is say it first.
Expose the Real Enemies Benefiting
The villain isn't hiding. They're just not on your brief.
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