Friction Marketing Fundamentals

Friction marketing is the fine art of crushing the competition while preserving the high ground.  It is a mindset driven by guiding principals that influence product, PR and positioning.

• Populist Appeal - successful Friction Marketing often embraces a widely popular issue or sentiment.
• Embrace the Underdog - with the exception of Yankee fans, Americans love an underdog.
• Create Controversy - we love drama and Friction Marketers embrace controversy and create it when necessary.
• Chose One Opponent - Friction Marketers use an opponent as a foil to define themselves.  It helps if the opponent is already hated.
• Raving Fans – Friction Marketers embrace their Raving Fans and provoke a competitor’s loyal customers, whose ire can bolster their own appeal.
• Play Nice - no one likes a bully.  Friction Marketing is about NOT being perceived as a corporate jerk.
• Marketing Jujitsu - great Friction Marketers creatively harness their opponent’s energy (and time and money) to their own advantage.