How to be Negative
Brands don’t always have to be so positive. One of my favorite exercises is for a brand to think about what it is NOT.
When you define what you stand against – a trend, an attitude, or another brand – you indirectly illuminate who you are and who you speak to. That opposition can then either become part of your identity, or even just a way to make smarter decisions as a brand.
Negativity can be a positive. Naming what you oppose is clarifying. It sharpens your position, connects you with the right audience, and makes your brand unmistakable. When you say what you are and what you aren’t, you’re not diluting your brand, you’re distilling it.
Why it works:
Sharpens positioning: “We’re not corporate. We’re human.” Saying what you reject often draws a clearer line in the sand than saying what you choose.
Attracts the right people: Those who dislike the thing you actively oppose will more naturally find their way to your brand.
Simplifies decisions: Choosing tactics is easier when filtered through what you won’t do.
See it in action:
Apple didn’t just position for creativity and empowerment – they pushed against “complexity” and “PC stuffiness” (remember the “I’m a Mac, I’m a PC” campaign?).
Patagonia didn’t just champion outdoor gear – they stood against fast fashion’s overconsumption.
Mailchimp isn’t just email marketing – it’s the anti-corporate, fun, small‑biz-savvy platform that doesn't take itself too seriously.
How to give it a try
List what you don’t want: Identify brands, behaviors, or norms you actively reject. (“We’re not formal. We don’t preach.”)
Translate that into what you are: “We’re relaxed experts.” “We’re irreverent problem‑solvers.” Turn negation into identity.
Double‑check it lands emotionally: Does it resonate with the audience you want (note: ideally without being too mean to those you don’t)?
Infuse it everywhere: Brand voice, visuals, content, partnerships, hiring – let the “not‑this” thread run through everything.