Imagine Pepsi without Coke. Impossible, right?
The enemy shapes the brand.
[Logo] is an encapsulation of an emotion.
A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.
We're all obsessed with our smartphones and thus really don't see anything around us.
A competitor is a valuable foil that unites a company from within and pushes the brand's boundaries.