Episode 68

Should Competitors Influence Your Marketing?

How much should your competition influence your marketing strategy? When should you focus on them? And when does it make more sense to ignore them?

In this episode, Elena, Angela, and Rob discuss competition in marketing. Together, they review strategies for brands navigating competitive pressure and share real-world examples of how some companies have positioned themselves against their rivals. Plus, learn why standing out is sometimes easiest when you don’t obsess over your rivals for consumer dollars.

Topics Covered

• [1:11] Marketing laws: double jeopardy and duplication of purchase

• [2:14] Risks of over-focusing on competitors

• [5:20] Creating and dominating new categories

• [8:03] Rob's history lesson on category entry points

• [14:04] Potential pitfalls of rebranding

• [17:54] Using different channels as a competitive advantage

Resources:

2018 Building Distinctive Brand Assets Book

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