Getting down and dirty

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I suspect that there are a lot of armchair generals tucked away in the cubicles and conference rooms of the marketing departments of companies. That is perhaps why military analogies resonate so well with marketers—we talk of launching new campaigns, of attacking competitive strongholds, of defending against attack, and of capturing market share. However the strength of your advertising gets tested when you find yourself face-to-face with the “enemy”.

There are many reasons people become overtly competitive in their advertising. You may be trying to exploit some weakness in your competitor’s product, you may be trying to respond to claims it has made, or you may just be trying to attract its users by telling them how your brand is better. Whatever the reason, this is one area where I recommend throwing simplistic military analogies out the window.

If you want to embark upon the risky business of becoming really competitive in your advertising, put aside cliches of “smashing the enemy” or “launching decapitating strikes” (both phrases I have heard people use) and read on.

* Lesson 400

Pissing contests never built brands—Speak to your consumer, not your competitor

In today’s intensely competitive markets, an ad disparaging your brand or copying your claims can feel just as personal an affront as a slap on the face. However, when it comes to competitive advertising, such a knee-jerk response may not really do anything for your brand.

Therefore, before you put anything in your ad that is remotely competitive, ask yourself one simple question: how does this make a difference to your consumer?

As an example, suppose you have found an area where your product or service is better than your competition. Instead of just hammering that point across to rub your competitor’s nose in it, ask yourself how that advantage makes your consumer’s life better—for example, does it give a better user experience? If you believe that your brand’s advantage does make your consumer’s life better, then focus your communication on this. You will certainly piss off the competition, but more importantly, you will do it in a way that builds your brand where it really matters—among your consumers.

* Lesson 410

Fancy moves never won a street fight—Learn to be ruthlessly competitive if necessary