It is easier to rally a crowd against something than for something. Just ask any political campaign manager what really moves the needle.
The same works in business advertising, too. Tell the people what you are against and watch a flock of like-minded people come see you. Tell the world why you don't agree with your competitor's world view and everyone who feels the same way will pay attention. Compare and contrast. Tell them what you won't do.
Peter Reynolds, VP of Sales of Janod Toys did a presentation for my staff last night and put up this graphic.
It is a perfect contrast of Mass Market stores versus Specialty Stores.
More for Less Less is More
Promote Low Prices Promote Benefits and Features
Emphasize Quantity Emphasize Quality
Create Wants Fulfill Needs
Good Toys are Hot/Licensed Good Toys are Basic
Toys are Possessions Toys are Tools
Toys are Consumables Toys are Investments
Toys Entertain & Distract Toys Involve & Empower
Toys Promote Imitation Toys Promote Creativity
Toys Promote Conformity Toys Promote Uniqueness
The Toy Directs the Play The Child Directs the Play
There is a whole year of what-we-stand-against advertisement messages in that above list. Do you see it?
PS When people talk about what they stand for, it is usually in generalities - world peace, strong economy, health. When people talk about what they stand against, it is more often specifics - low pay for... discrimination against... injustice for... The power is in the details.