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22 Responses to “Buy Modafinil Without Prescription”

  1. Lex Luthor says:

    What superhero is complete without a nemesis?

  2. blackcoffee says:


    Without you, Superman would be out of a job. Thanks for doing your part to stave off unemployment!

    Mark Gallagher
    Brand Expressionist®

  3. @rogerdooley says:

    Great post. Rivalry has been critical to Apple's success, as I described in Revealed: How Steve Jobs Turns Customers into Fanatics. Without the PC-guy, the Mac-guy would be nothing.


    • blackcoffee says:


      Just read you "Revealed: How Steve Jobs Turns Customers into Fanatics" post. Great stuff! Thanks for sharing.

      Laura Savard
      Brand Expressionist®

  4. I like your statement “brand is a narrative.” That’s why brand journalism works so well. Great post and I like your site. You’re in my Reader now and will follow.


  5. miketrap says:

    Smart. I remember a copyblogger post on this a while back, left an impression:

    • blackcoffee says:


      Thanks for sharing the copyblogger post. One of the best things about writing a blog is that people don't just share their opinion, they share other relevant content.


      Mark Gallagher
      Brand Expressionist®

  6. @Thos003 says:

    Great article. I like how you further explored how brand rivalry draws lines in the sand giving each brand distinction. That's exactly what a brand wants. Heck that's what every marketer wants, separation from the masses.

    It should also be noted that when brands go at it, they give each other spotlight. But in so doing, they eliminate the rest of the competition from the spotlight. Who now exists besides Coke and Pepsi? Brand rivalry helped both elevate their status.

    • blackcoffee says:

      I like your point about "when brands go at it, they give each other spotlight. But in so doing, they eliminate the rest of the competition…" In other words "the enemy of my enemy is my friend."

      Thanks for sharing!

      Mark Gallagher
      Brand Expressionist®

    • Nath says:


  7. Great post. Been thinking about this all day. There is definite and clear benefit to a certain extent in a flat our head to head rivalry (or head to heed to head etc.) as you clearly and intelligently state.

    Thing is these rivalries come into being organically (yes I expect flak on this comment). I don't think they are things that we want to create when they don't already exist. So while this is an identity solidifying, position setting opportunity when brand vs brand already exists, again I don't think it's something we want to create. We can work with it when it does to a brands benefit however but it's tricky.

    Someone wise said recently that we want to say "remember the milk" over "don't forget the milk". While this doesn't apply directly, I do think there is cross over in the concept relating to exclusionary positioning.

  8. make that head to head to head. :)

    no heed necessary.

    • blackcoffee says:


      We may have overlooked a key trait here, which is rivalries take place between market leaders. What's true in physics is true for brands: No two objects (in this case brands) can occupy the same space at the same time. It is the attempt to do so that often causes the rivalry. So, I agree that rivalries should occur organically.

      Thanks for sharing your thoughts.

      Mark Gallagher
      Brand Expressionist®

  9. David Brier says:

    Excellent post. It's the dividing line between values, standards, beliefs, aspirations and more. Like I can't stand lazy branding, so I made a video entitled "Lazy Brands Suck!" to draw that line in the sand. Well written very good post. Good way to start the year.

  10. Burke says:

    mark, interesting. in physics yes two objects cannot occupy the same space at the same time but a single object CAN occupy two places at one time (or at least appear to). what does that say for brands?

    • blackcoffee says:


      I'm not sure I have the answer to that, but I'll give it a shot.

      Brand management is the process of managing consumers' expectations. However, different groups may value the same brand for different reasons. A good example of this is how brands have different meaning in different countries. They occupy a different space in different markets. So, it could be argued that while two brands cannot occupy the same space at the same time, a single brand can occupy multiple spaces (in multiple markets) simultaneously.

      Beyond that, my knowledge of brand applied physics gets hazy.

      Mark Gallagher
      Brand Expressionist®

  11. There's nothing better than a rivalry to focus attention and provide motivation. The only downside could be that you ONLY think about the chosen rival and ignore new players who pose a bigger threat. Sometimes companies will continue beating each other up even as the ship they are on slowly sinks (e.g. the American car manufacturers in the 70s/80s)

    • blackcoffee says:


      Thanks for your comment! I'm glad you brought up the downside. You couldn't have chosen a better example of an industry being so self-absorbed with rivalry that it failed to recognize its true competition!


      Mark Gallagher
      Brand Expressionist®

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