If you think a Competitor sucks, say so. When you do that you’ll find that others who agree with you will rally do your side. Being anti-competition is a great way to differentiate yourself and attract followers.
For example, Dunkin’ Donuts likes to position itself as the anti-Starbucks.
Its ads mock Starbucks for using “Fritalian” terms instead of small, medium, and large.
Another Dunkin’ campaign is cantered on a taste, where it beat its competitor Starbucks.
There’s even a site called DunkinBeatStarbucks.com where visitors can send e-cards with statements like “Friends don’t let friends drink Starbucks.”
Audi is another example.
It’s been taking on the old and established car manufacturers.
It puts “old luxury” brands like Rolls-Royce and Mercedes “on notice” in ads as it touts Audi as the fresh luxury alternative.
Audi, takes on Less automatic parking systems with ads that say “Audi drivers know how to park their own cars”.
Another side-by-side comparison of BMW and Audi
When: “The BMW owner uses the rearview mirror to Share his hair while the Audi driver uses the mirror to what’s behind him.”
Apple jabs at Microsoft with ads that compare their PCs and macs.
Reliance Jio’s offering free services to rope in customers has created complications in the world of telecommunications. Recently, Idea Cellular poked fun at Reliance Jio through its latest ad campaign that said, “Free ki aadat mat daalo. Isliye – No Free G, only 3G.” The gist was that “If something is free, there is always some fine text.”
Sometimes the war gets absolutely direct like FedEx taking over DHL through its ad that says “FedEx is always ahead of DHL in delivery!”
For decades now brutal advertisement battles have been going on between the arch-rivals of the carbonated beverage Coca-Cola and Pepsi. This was just a board that Coca-Cola put up when it opened its new sales marketing office. Look at what Pepsi did.
Do you want to take a shot at your competition?
Having an enemy gives you a great story to tell, and a good story always stands out.
People buy conflict. They take sides.
Passions are ignited And that’s a good way to get people to take notice.
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About the author: Hemant is the Founder & CEO of branding and marketing firm ”Neeti Brand Accelerator” in Mumbai. He is a brand strategist and has worked with more than 150 brands during last two decades. He is also mentor and coach to SMEs and startups. You can visit the website www.www.neeti.biz. You can also contact him at email@example.com