Is your brand creating enough tension to ensure it's loved and hated? Creating tension is all you need to foster a powerful chemistry with your brand's superfans. Apple has mastered tension-building by developing a defined brand character. Apple's fame character is the outlaw; it's revolutionary and disruptive, yet it communicates aiming its opposite, the creator. That's how Apple creates tension, communicating in a way that attracts its opposite. In this solo episode, you'll learn how to create tension with your brand, the science behind tension-building, and how to use it to catapult your brand's influence and growth. We'll review some examples from my book, "Brand Therapist: Using Psychology to Transform the Way We Create Personal Brands," to understand more deeply how leading brands use tension to separate themselves from their competitors.  Additionally, you'll hear what happens when we use tension to communicate, tension's effect on your brand's superfans, and more.  Tune in to episode 58 of The Brand Therapist and learn everything you need about tension.  In This Episode, You Will Learn: About the science behind creating tension (2:20)Understanding your brand's superfan (3:10)Case study. How Apple creates tension (4:40)The beautiful thing that happens when we use tension to communicate (9:00)Why creating tension is essential (13:30)Never cookie-cut your clients (21:00) Resources: Book: Yamilca Rodriguez - Brand Therapist: Using Psychology to Transform the Way We Create Personal Brands Let's Connect! WebsiteLinkedIn Hosted on Acast. See acast.com/privacy for more information.