Seed Us-versus-them positioning

Define

The buyer is invited into a side. The product is what we use. The named other is what we refuse.

Mechanism

Identity contrast. Choosing the offer is choosing a group. The out-group does as much work as the claim.

Verdict

The category is crowded and the buyer wants to signal affiliation, craft, or values.

Don't

The market is small, the attack becomes the whole brand, or the them is a person rather than a stance.

Copy skeleton

Most [CATEGORY] does [THEM].

We do [US] because [VALUE].

[PROOF of the difference]

[ASK: join this side]

Gulf note

Contrast the method, not the people. In the Gulf a named rival can close a room. Name the default we refuse: the agency habit, the vanity metric, the imported template.