Why I Love Brand Feuds?
Something that I am noticing when it comes to competitive & category analysis and how to connects with brand plans is that brands don’t like isolating and targeting enemies. We have some global brands conduct this; Samsung vs Apple, Under Armour vs Nike, and BMW vs Mercedes but only a few.
These few case studies have proven effective strategies for both the challenger fight back against the established champion as well as for them to fight back against these disruptions.
Here is why I suggest more and more clients practice this behaviour.
Sharpens Competitive Actions
When it comes to client briefing agency on what the competition is doing, it can be vague which leads to bland and generic work. Having a clear enemy can better optimise budget as well as creative work so that addresses that competitor’s consumers or challenges their value proposition.Creates An Incremental Mindset
Much like a run, the goal isn’t to suddenly become first and leading the run. It’s all about just overtaking the person in front. That’s all. The you can focus on the next and the next. Just because you label a competitor as a target to focus on doesn’t mean that your efforts and focus will be forever on them. As soon as you grow past the immediate competitor based upon your internal KPIs then you can switch towards the next brand.
Allows Creative Differentiation & Distinction To Come Alive
When you clearly identify an immediate competitor, you can clearly compare your product, comms plan, and marketing activities with them and see how different is it really. Do you sound the same? Do you look the same? Does your product address the same problem or help achieve the same solution? If so then maybe its take to tweak your way to still stay related to your brand but in a way that is Distinct [a creative expression that makes it unique / stand out] and Differentiate [solving or achieving a different problem or solution respectively]
Need help finding your brand’s immediate competitor? Hit me up!
