The brand positions itself in contrast to others—competitors, alternatives, or even behaviors—highlighting differences to clarify its stance. This creates a sense of choice and alignment, helping the audience pick a side based on values, use-case, or identity.

A. Us vs them at brand level

A1. Pitting against a specific competitor — direct or indirect

Apple Vs PC, Indmoney (indirectly comparing with Cred), Dr. Squatch (“Manlandia”), Anthropic (pitting against OpenAI)

A2. Pitting against the category

More: JPMorgan WM, Vrbo, Pepsi, Dollar Shave, Wealthsimple

• could be through differentiation by use-case focus - [Smart car](https://www.youtube.com/watch?v=Prvu4RifEQ0) (city use-case),

A3. Contrasting an alternative way of getting the job done

Knorr (fresh food vs fast food), Asics

A4. Other approaches

Mamaearth (what’s ok for a child vs what’s not).

Ikea - life in office vs in house

B. TG-level contrast — you vs others

Examples: Embrace (your pet vs others), B-Tex (you vs monkey), Mulberry (you vs others), Bournvita (your mother vs other influencers)