The media loves a good rivalry. Don King loves a good rivalry. Twitter LOVES a good rivalry. The reality is, we all love a good rivalry. Whether we’re talking about Ali vs Frazier, Red Sox vs Yankees, or USC vs UCLA, we eat it up. But, like King himself taught us, sometimes we have to create a rivalry where one doesn’t exist. All that takes is a little stirring of the pot. WHAT IF you put up branded billboards in your rivals hometown? WHAT IF you bought ads in your rivals local paper? Give the media something to talk about. Take the story to them.