Download or read book Contrarian Branding written by Roland van der Vorst and published by BIS Publishers. This book was released on 2017-12-05 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: Catching the eye by creating polarity is a sophisticated technique to set brands apart from all other competitors in a radical way. This book shows how to create brand associations that radically split a competitive field into absolute opposites and how to reconcile these brands in unexpected ways.