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The world is busier than ever. One of the major
challenges for brands is how to stand out from the
competition: brands competing for market share,
new brands that are being introduced, and indeed
politicians fighting for attention in a crowded arena.
The answer is certainly not to create more and
more messages. Instead, brand managers should
be able to craft ´polar´ brand associations. This book
shows how brands catch the eye by creating polarity.
This goes further than just being different. It´s a
sophisticated technique to set brands apart from all
other competitors in a radical way. This can be done
by creating brand associations that radically split a
competitive field into absolute opposites or are able
to reconcile these in unexpected ways. Lightheartedly
and with a wealth of examples, the book
describes unique ways of guaranteeing that brands
create a break through. Contrarian Branding is a
must for brands eager to stand out from the crowd.

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