Anyone have a good framework for defining / framing your brand’s metaphorical Enemy?

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What is our enemy?
Why do we stand against it?
In standing against it, what do we stand for?
In standing for x, how do we deliver value for our customer (Val prop)?

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That is interesting.... I use place in a brand arch to show how the strategy overcomes the problem.

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I don’t know if you need anything too complex, you’re just identifying the thing you stand against that creates tension and a reason for the brand to have a say. So that “thing” could be reduced down to:

A cultural or societal challenge (that the brand has a right to have a say in)

A category challenge

A consumer challenge

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