404 Heroes & Villains

Age of Persuasion – CBC Podcasts

Just as Lex Luthor makes Superman more heroic, and Moriarty makes Holmes more brilliant, heroes are defined by the villains they face. In marketing- a brand is often defined by the problem it solves- or the rival brand it’s up against. This week Terry O’Reilly shows how strong villains, problems, obstacles and rivals play a vital role in building up a ‘hero’ brand. And he’ll explain how comparison ads can turn rival ‘hero’ brands into villains.

http://podcast.cbc.ca/mp3/ageofpersuasion_20100125_26392.mp3