{"id":31212,"date":"2025-02-19T12:49:00","date_gmt":"2025-02-19T12:49:00","guid":{"rendered":"https:\/\/beedigital.marketing\/?p=31212"},"modified":"2025-02-19T13:35:54","modified_gmt":"2025-02-19T13:35:54","slug":"want-more-teachers-to-trust-your-brand-pick-an-enemy","status":"publish","type":"post","link":"http:\/\/beedigital.marketing\/want-more-teachers-to-trust-your-brand-pick-an-enemy\/","title":{"rendered":"Want more teachers to trust your brand? Pick an enemy."},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"31212\" class=\"elementor elementor-31212\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-62227d06 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"62227d06\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-784fff2e\" data-id=\"784fff2e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-beefe3b elementor-widget elementor-widget-heading\" data-id=\"beefe3b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">An enemy defines who you are <i>not<\/i>.<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-04f527d elementor-widget elementor-widget-text-editor\" data-id=\"04f527d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight );\">And that\u2019s a good thing.<\/span><\/p><p>Your enemy isn\u2019t necessarily your competition (though it can be, and that&#8217;s how most people would interpret this strategy).<\/p><p>It&#8217;s more likely to be a frustration your customers can\u2019t stand, a <a href=\"http:\/\/beedigital.marketing\/marketing-to-schools-cliche-bingo\/\">tired sector clich\u00e9<\/a>, or a market assumption that\u2019s ripe for disruption.<\/p><p><strong>Why pick a fight?<\/strong><\/p><p data-start=\"55\" data-end=\"92\"><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight );\">That might sound aggressive, but it\u2019s one of the sharpest positioning strategies you can use.<\/span><\/p><p>Apple\u2019s old <a href=\"https:\/\/blog.hubspot.com\/marketing\/mac-pc-advertising-history\" target=\"_blank\" rel=\"noopener\">\u2018Mac vs. PC\u2019 campaign<\/a> nailed this.<\/p><p>They didn\u2019t bash Microsoft outright. They attacked the idea that using a PC meant being an uptight, awkward nerd.<\/p><p>By taking a stand against that image, they carved out an audience of creative, dynamic, forward-thinking people who wanted to see themselves reflected in their tech choices.<\/p><p>Picking an enemy is about <strong>making your brand distinct<\/strong>. It\u2019s about giving your audience a <a href=\"http:\/\/beedigital.marketing\/from-blah-to-wow-transform-your-value-proposition-to-schools\/\">reason to choose you<\/a> and just as importantly, a reason to not choose your competitors.<\/p><p>If your brand could be swapped with ten others and no one would notice, you have a problem.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9e69565 elementor-widget elementor-widget-image\" data-id=\"9e69565\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Apple-vs-PC-campaign-1024x576.png\" class=\"attachment-large size-large wp-image-31224\" alt=\"Illustration of the Apple vs Windows campaign\" srcset=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Apple-vs-PC-campaign-1024x576.png 1024w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Apple-vs-PC-campaign-300x169.png 300w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Apple-vs-PC-campaign-768x432.png 768w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Apple-vs-PC-campaign-1536x864.png 1536w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Apple-vs-PC-campaign.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-14729ca elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"14729ca\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d101122\" data-id=\"d101122\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-efee707 elementor-widget elementor-widget-heading\" data-id=\"efee707\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to define your enemy<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f0684cd elementor-widget elementor-widget-text-editor\" data-id=\"f0684cd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Ask yourself:<\/p><ul><li>What tired old industry wisdom needs to be challenged?<\/li><li>What drives your customers mad about your sector?<\/li><li>What assumptions do people make about businesses like yours?<\/li><\/ul><p>Your enemy doesn\u2019t have to be a company. It could be a bad experience, an outdated way of thinking, or a common problem that nobody\u2019s solving.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-748dc08 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"748dc08\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-74ccb79\" data-id=\"74ccb79\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-585df8b elementor-widget elementor-widget-heading\" data-id=\"585df8b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Who is the \"enemy\"?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e9c7d47 elementor-widget elementor-widget-image\" data-id=\"e9c7d47\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Pick-you-enemy-marketing-strategy-Bee-Digital-marketing-to-schools-agency-1024x576.png\" class=\"attachment-large size-large wp-image-31236\" alt=\"\" srcset=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Pick-you-enemy-marketing-strategy-Bee-Digital-marketing-to-schools-agency-1024x576.png 1024w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Pick-you-enemy-marketing-strategy-Bee-Digital-marketing-to-schools-agency-300x169.png 300w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Pick-you-enemy-marketing-strategy-Bee-Digital-marketing-to-schools-agency-768x432.png 768w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Pick-you-enemy-marketing-strategy-Bee-Digital-marketing-to-schools-agency-1536x864.png 1536w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Pick-you-enemy-marketing-strategy-Bee-Digital-marketing-to-schools-agency.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5f31b4e elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"5f31b4e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Your enemy isn\u2019t just a rival business.<\/p><p>The best enemies are ideas, frustrations, and broken systems that irritate your audience.<\/p><ul><li>Big, faceless corporations that treat customers like numbers<\/li><li>Old-school thinking that keeps industries stuck in the past<\/li><li>Inconvenient processes that waste teachers&#8217; time and energy<\/li><li>Hollow marketing hype that promises results but delivers nothing<\/li><\/ul><p>A strong enemy creates contrast. It gives your brand <strong>something to stand against<\/strong>, which makes it easier for educators to see themselves in your story.<\/p><p>Take Monzo, for example. Their enemy? Traditional banks with slow processes and hidden fees.<\/p><p>They didn\u2019t just say, \u201cWe\u2019re better.\u201d They said, \u201cWe\u2019re not <em>them<\/em>.\u201d<\/p><p>And that was enough to attract a loyal following.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8fc3fdc elementor-widget elementor-widget-image\" data-id=\"8fc3fdc\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Monzo-underground-advert-1-1024x576.jpeg\" class=\"attachment-large size-large wp-image-31257\" alt=\"Monzo underground advert\" srcset=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Monzo-underground-advert-1-1024x576.jpeg 1024w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Monzo-underground-advert-1-300x169.jpeg 300w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Monzo-underground-advert-1-768x432.jpeg 768w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Monzo-underground-advert-1.jpeg 1380w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Source: Monzo Community Forum<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-67a7edf elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"67a7edf\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-14ed557\" data-id=\"14ed557\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-594db65 elementor-widget elementor-widget-heading\" data-id=\"594db65\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What market clich\u00e9s might you want to attack?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a9b9ec elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"2a9b9ec\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Every industry has <strong>lazy messaging<\/strong> that companies copy without thinking.<\/p><p>And that <em>definitely<\/em> includes the education sector.<\/p><p>And that\u2019s your opportunity.<\/p><p>If everyone is saying the same thing, there\u2019s space for your brand to call it out.<\/p><p><strong>AI tools:<\/strong> \u201cRevolutionary AI-driven solutions\u201d (when there&#8217;s 100+ other tools saying the same thing?)<\/p><p><strong>Assessment software:<\/strong> \u201cPersonalised learning for every student\u201d (sounds great, but feels impossible)<\/p><p><strong>School finance systems:<\/strong> \u201cWe put the customer first\u201d (sure, just like every other service)<\/p><p><strong>School data:<\/strong> \u201cSeamless integration with your existing tools\u201d (if it was so seamless, why do we need a two-hour demo?)<\/p><p>The trick is not just rejecting the clich\u00e9 but offering something better.<\/p><p>For example, when Slack launched, they didn\u2019t just say, \u201cWe improve team communication.\u201d They attacked the bloated, cluttered mess of email chains and positioned themselves as the simpler, faster, better alternative.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ef10dfb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ef10dfb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c87a0ef\" data-id=\"c87a0ef\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4798aec elementor-widget elementor-widget-heading\" data-id=\"4798aec\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What truisms about the sector drive your customers mad?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3b251b6 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"3b251b6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Our industry has unspoken rules that teachers accept, even when they hate them. If you can break one of these rules, you win instant loyalty.<\/p><ul><li>\u201cCustomer service is always frustrating\u201d \u2192 What if it wasn\u2019t?<\/li><li>\u201cBooking a CPD course is complicated\u201d \u2192 What if it didn\u2019t?<\/li><li>\u201cSoftware subscriptions are the only option\u201d \u2192 What if you could pay once?<\/li><li>\u201cTextbooks are expensive\u201d \u2192 What if they weren\u2019t?<\/li><\/ul><p>Look at Ryanair. They knew that airlines nickel-and-diming customers was a fact of life. Instead of pretending otherwise, they leaned into it. Their message? \u201cWe\u2019re cheap, and that\u2019s all that matters.\u201d Customers might grumble, but they still book the flights.<\/p><p>Sometimes, you don\u2019t have to solve the problem, you just have to be honest about it.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6cf4850 elementor-widget elementor-widget-image\" data-id=\"6cf4850\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/First-Direct-1024x768.png\" class=\"attachment-large size-large wp-image-31227\" alt=\"First Direct website\" srcset=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/First-Direct-1024x768.png 1024w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/First-Direct-300x225.png 300w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/First-Direct-768x576.png 768w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/First-Direct.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9da6e86 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"9da6e86\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Example:<\/strong> The customer service battle with First Direct<br \/><strong>Enemy:<\/strong> Banks that don\u2019t care<br \/><strong>Customer problem:<\/strong> Early closing hours, offshore support, robotic interactions<br \/><strong>Marketing move:<\/strong> &#8220;The bank that never closes, with real people answering the phone&#8221;<\/p><p>First Direct owned this space by taking a clear stance against an industry standard that frustrates customers. It\u2019s memorable.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3736d54 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3736d54\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-22a4284\" data-id=\"22a4284\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5c5d6e9 elementor-widget elementor-widget-heading\" data-id=\"5c5d6e9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What assumptions do your customers make about your product domain?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d423ea elementor-widget elementor-widget-text-editor\" data-id=\"2d423ea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Teachers come to your product with baked-in beliefs. Some of them are wrong. Some of them are outdated. All of them are opportunities.<\/p><p><strong>Assumption:<\/strong> \u201cThe most expensive option is the best.\u201d<br \/><strong>Reality:<\/strong> Sometimes, the simplest option works just as well.<\/p><p><strong>Assumption:<\/strong> \u201cMore features = a better product.\u201d<br \/><strong>Reality:<\/strong> Too many features create confusion, not value.<\/p><p><strong>Assumption:<\/strong> \u201cBigger companies are more trustworthy.\u201d<br \/><strong>Reality:<\/strong> Small, independent businesses can offer better service.<\/p><p><strong>Assumption:<\/strong> \u201cThe best schools spend the most on technology.\u201d<br \/><strong>Reality:<\/strong> The best schools invest in the right technology, not the most.<\/p><p>What outdated beliefs are holding your customers back? Challenge them, and you become the brand that finally makes sense.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-602a826 elementor-widget elementor-widget-image\" data-id=\"602a826\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Once-dot-com-website-letter-from-CEO-768x1024.png\" class=\"attachment-large size-large wp-image-31230\" alt=\"\" srcset=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Once-dot-com-website-letter-from-CEO-768x1024.png 768w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Once-dot-com-website-letter-from-CEO-225x300.png 225w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Once-dot-com-website-letter-from-CEO.png 900w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fd173f3 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"fd173f3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Example:<\/strong> The subscription rebellion with Once<br \/><strong>Enemy:<\/strong> Subscription-based software that makes you rent everything<br \/><strong>Customer problem:<\/strong> People are sick of never actually owning the tools they use<br \/><strong>Marketing move:<\/strong> &#8220;Pay once. Own it forever.&#8221;<\/p><p><a href=\"https:\/\/once.com\/\" target=\"_blank\" rel=\"noopener\">Once.com<\/a> pulls this off brilliantly.<\/p><p>Instead of a typical SaaS homepage with pricing tiers and feature lists, their entire site is one letter from the CEO. No distractions. Just a clear, bold message that instantly tells you whether you&#8217;re their kind of customer &#8211; or not.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-74a69a4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74a69a4\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-311c73b\" data-id=\"311c73b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1356f6a elementor-widget elementor-widget-heading\" data-id=\"1356f6a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Picking a fight can make you go viral<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8ff97d elementor-widget elementor-widget-text-editor\" data-id=\"c8ff97d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>When done right, choosing an enemy can boost engagement and visibility. People love to rally behind a brand that shares their frustrations.<\/p><p>Look at <a href=\"https:\/\/www.elephantlearning.com\/\" target=\"_blank\" rel=\"noopener\">Elephant Learning<\/a>.<\/p><p>Their ads might not look polished, but they spark conversations.<\/p><p>Their audience comments, debates, and shares. That engagement pushes their ads higher in the algorithm, getting them in front of even more people.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0b523fb elementor-widget elementor-widget-image\" data-id=\"0b523fb\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Elephant-Learning-Facebook-Advert-768x1024.png\" class=\"attachment-large size-large wp-image-31233\" alt=\"\" srcset=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Elephant-Learning-Facebook-Advert-768x1024.png 768w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Elephant-Learning-Facebook-Advert-225x300.png 225w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2025\/02\/Elephant-Learning-Facebook-Advert.png 900w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b10b0e elementor-widget elementor-widget-text-editor\" data-id=\"5b10b0e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Or take <a href=\"https:\/\/bromcom.com\/\" target=\"_blank\" rel=\"noopener\">Bromcom<\/a>, who <a href=\"https:\/\/www.linkedin.com\/posts\/ali-guryel-18892715_open-competition-reward-1000-by-bromcom-activity-7213984981704978432-S8Iw\/\" target=\"_blank\" rel=\"noopener\">threw down a challenge on LinkedIn<\/a> with a \u00a31,000 reward.<\/p><p>They didn\u2019t just highlight a problem &#8211; they invited people to prove them wrong.<\/p><p>Smart move. It keeps their brand at the centre of the conversation while creating buzz.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9774594 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9774594\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cb3538d\" data-id=\"cb3538d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a7f67fe elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a7f67fe\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text 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.elementor-divider__element{margin-inline-end:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-block-start:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-36e688d elementor-widget elementor-widget-heading\" data-id=\"36e688d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Standing out in a saturated market<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-09c60a6 elementor-widget elementor-widget-text-editor\" data-id=\"09c60a6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Your brand doesn\u2019t have to be edgy or controversial.<\/p><p>But it does have to <strong>stand for something<\/strong>. And sometimes, the best way to stand for something is to stand <em>against<\/em> something.<\/p><p>So, what industry nonsense is begging for a challenge?<\/p><p>Pick your enemy and let the right customers find <em>you<\/em>.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-16f34c16 elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"16f34c16\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-456582cf\" data-id=\"456582cf\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-231f31ad elementor-widget elementor-widget-heading\" data-id=\"231f31ad\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Are you tired of fitting in and want to stand out?<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7cbf5199 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"7cbf5199\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"http:\/\/beedigital.marketing\/work-with-us\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Too right! Let's talk<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-435bb67 elementor-hidden-desktop elementor-hidden-laptop elementor-hidden-tablet elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"435bb67\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-200f223\" data-id=\"200f223\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-04a628c elementor-widget elementor-widget-heading\" data-id=\"04a628c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Are you tired of fitting in and want to stand out?<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a47381 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"2a47381\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"http:\/\/beedigital.marketing\/work-with-us\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">I'm interested! \ud83d\ude03<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Picking an enemy helps education brands stand out by challenging industry frustrations and clich\u00e9s. Define who you aren\u2019t, so schools see why you\u2019re the right choice.<\/p>\n","protected":false},"author":9,"featured_media":31215,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[155],"tags":[329,439,20,59,71],"class_list":["post-31212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-to-schools-strategies","tag-brand-marketing","tag-digital-marketing","tag-marketing","tag-marketing-strategy","tag-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Want more teachers to trust your brand? Pick an enemy.<\/title>\n<meta name=\"description\" content=\"Pick an enemy to stand out. Challenge industry clich\u00e9s, fix customer frustrations, and build a brand that schools can rally behind.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/beedigital.marketing\/want-more-teachers-to-trust-your-brand-pick-an-enemy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Want more teachers to trust your brand? Pick an enemy.\" \/>\n<meta property=\"og:description\" content=\"Picking an enemy helps education brands stand out by challenging industry frustrations and clich\u00e9s. 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