Well seems that the topic I mentioned here just a little earlier, Brand Attack on the Rise, was took over as a main subject on brand guru Laura Ries’s Blog, in a post on how and when a brand shoul attack.
In general, the leader should never attack or name the competition. Instead the leader should promote the category. By attacking a competitor or responding to an attack ad, the leader only legitimizes the competition and the existence of a choice. Neither is good.
Tags: Brand Management · Strategy
Marketing seems to have entered a new era of attack ads.
Perhaps it’s the tight economy and the idea that the way to grow in a recession is at the expense of your rivals; maybe the presidential candidates have set the tone for TV advertising; or it could be the influence of those masterful and highly effective Mac vs. PC spots. Whatever the reasons, comparative ads — some of them pretty aggressive — are all the rage.
Tags: Brand Management