Why More Brands Are Mentioning Their Competitors
Introduction
I’ve been trying to write a post about the “Why Brands Are Talking About Their Competitors” meme for some time, but every time I start, I get bogged down in all sorts of details.
It seems like more and more brands are mentioning their competitors in the same light as they would mention other competitors or somebody else doing something similar. They’re not just talking about what they are doing or have done. They’re also talking about what their competitors are doing (partnering with them…) or have done (building on/for them).
I am still trying to figure out exactly why this is happening, but there doesn’t seem to be a significant pattern. But maybe others can provide some insight.
Competitive Strategy
Competitive strategy is about how a brand can differentiate itself from competitors. It’s also about making their competitors irrelevant, which is much easier said than done.
The first step in competitive strategy is understanding what your customers want and need. You don’t have to know everything—you need to know what they’re looking for so that you can give it to them (or beat out the competition).
Research Goal
The goal of this research is to determine how competitors are using comparative advertising. This can be used to determine the best way to use comparative advertising and how not to use it.
Brand Comparisons
- Compare your brand to your competitors’ products. If you’re selling a product and want to show how it’s superior, compare it with other brands that offer similar services or products in the same category as yours. For example, if you sell coffee beans, compare them against other brands that sell them — but not just any brands; focus on those who offer better quality beans than yours (or are more expensive). You should also consider comparing your product against competitors’ services: if one of your clients needs event planning services for their wedding, then look at all available options before deciding which company will be best suited for providing what they need.
- Compare yourself against industry leaders via industry reports from Business Insider (link here). It provides helpful information about top performers across different industries based on data collected from sources such as Forbes magazine.”
Comparison Messaging
Comparative advertising is a powerful tool that can be used to build brand equity and generate sales. It’s also the most effective form of advertising in which one brand is compared to another. Comparative advertising can communicate a brand’s value, educate consumers about a subject, product or service and even allow you to compete on price.
Comparative comparisons are often found within B2C markets because they allow consumers to make informed decisions based on their own experiences rather than simply relying on what others say about products or services (i.e., reviews).
Use of Comparative Advertising by Major Competitors
Comparative advertising is a common tool used in marketing. It’s used to promote a brand or product and can be performed by comparing two or more brands on specific attributes. For example: “Compare XYZ Company’s price with our competitors’ prices.”
Comparisons between brands are often made through comparative advertising because it shows users how much better one brand is compared to another in terms of quality and price. These comparisons can be made without mentioning the competitor’s name; the consumer will automatically assume that they’re talking about the same product or service (e.g., coffee). For example:
“We offer two types of coffee: regular coffee with cream & sugar added/decaf coffee without any additives.”
As with anything, there’s a right way and a wrong way to utilize comparative advertising.
Comparative advertising should be used in a way that is not perceived as negative. There are several ways to do this, but here are a few:
- Highlight the differences between your brand and the competitor’s brand. Please do this by highlighting features that customers might not realize are important to them until they compare products. For example, if you’re selling men’s vitamins and have an ad comparing your product with another brand’s vitamin for women only, you could highlight how much more money people spend on vitamins every year as compared to other types of medications—and thus why men need their own versions! This also shows how much better (or worse) than others’ products can be made with just a little bit more effort put into it than what was originally advertised.”
Conclusion
We see more brands using social media to mention their competitors. We think this is a sign that competition is heating up in the marketplace, and it will only get more competitive as time passes. Brands need to be careful not to make negative comments about competitors on social media sites like Facebook or Twitter, but they have the right to do so if there are specific reasons for doing so (such as if someone else has been harassing them).
