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The Branding Trick That Helped Dude Wipes, Colgate, Oatly, and Uber Rise Above the Rest

The Branding Trick That Helped Dude Wipes, Colgate, Oatly, and Uber Rise Above the Rest

It's called "strategic enemy" — a way to position your brand against an enemy your consumer hates. Here's how to do it.

Laura Ries