Branding is always about creating a unique image that can
seperate a brand from the rest.
Differentiation, however, mean NOT either survival or death.

Wendy's strategies are often fighting with its competitors.

I don't think this is a good way to put things-
fighting and thinking of our success is at the price of others' failures.
I believe that people can sense the competition,
and this reminds consumers how the other brand is doing.
Such in this commercial, Wendy's slogan -"More Than Just Fries",
instead of emphasizing on Wendy's different options for side dishes,
we probably also think about how tastier McDonald's fries are compared to Wendy's.

We have to learn to let go,
let people love the other options.
And instead of fighting with the limiting rival,
we have to believe that the potential are unlimited.
So that we focus on being the best in our specialist.

We have to let go of the believing in Win/Lose,
and put strong confidence in Win/Win.


I care about:
How do you define success?
How willing are you to help others to succeed?
Do you feel successful when you help others to succeed?