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 When your business category is dominated by a single brand and all the other brands put together don’t equal them, it’s time to create a counter-brand.

Counter-branding – business judo – is rare and dangerous. But when you’re overwhelmingly dominated, what have you got to lose?  As in Judo, the secret of counter branding is to use the weight and momentum of your opponent to your own advantage. In other words, hook your trailer to their truck and let them pull you on their own fuel.

The steps to create a counter brand  are these:

• List the attributes of the master brand.
• Create a brand with precisely the opposite attributes.
• Without using the brand name of your competitor, refer to yourself as the direct opposite of the master brand.