This series was designed to provide some new inspiration and key thoughts, to help you achieve growth and sustain change.
People who say competitive advertising does not work obviously have not seen the worlds most loved brand in action. Brand slagging is rarely a good idea, but if you can make human comments on a real insight and deliver it in an endearing way - you win.
They are an open system that allow for cheap components from everywhere to be swapped in and out.
The weaknesses that arise from their strength
Cheap components rarely speak to each other or connect without problems. Lots of problems.
Apples work out of the box. First time. Every time.
Strike at the weaknesses that arise out of your competitor’s greatest strength? This achieves the greatest impact and makes response more difficult.
In the next post, Ashton talks about what to do when competitors aren't doing a very good job of looking after their categories.