Winning Strategies, Pt 5: Harness Distrust

The Harness Distrust strategy doesn’t see a lack of trust as a problem to solve, but a fuel to burn.For insurgents and challenger brands, tapping into grievance against the status quo is becoming the archetypal communications strategy. Rather than seeking to win over the establishment, they are promoting their own agenda by railing against it.Any challenger brand should be thinking about whether they can use it to their advantage. And any legacy brand should be war-gaming how it might be used against them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simonbaugh.substack.com