Every great story has a protagonist and an antagonist: Harry Potter; Gone With The Wind; Star Wars; the same is true for brands. Having an enemy keeps you on your toes. It keeps you focused on winning. It makes you a better competitor. And it leads to better creative work because the brand has something to make you stand up and fight. Finding a brand’s enemy is a key part of the strategic and creative process at Arnold. View More

Every great story has a protagonist and an antagonist: Harry Potter; Gone With The Wind; Star Wars; the same is true for brands.



Nike hates lethargy. Apple hates the boring conventions of PC. Truth (The Legacy Foundation and Arnold Worldwide’s anti-smoking campaign) hates lies. Having an enemy keeps you on your toes. It keeps you focused on winning. It makes you a better competitor. And it leads to better creative work because the brand has something to push against, something to make you stand up and fight. Finding a brand’s enemy is a key part of the strategic and creative process at Arnold. You can see how this has influenced creative work across the board. View Less