If you spend any amount of time knocking other people, this article is for you.
Building your own brand by putting down other brands is a questionable strategy with several negative implications.
It’s simply bad business.
If you’re doing this, or if you’ve ever done it, stop.
If you’re tempted to do it to make yourself look hip and rad and cool, don’t.
As a brand consultant, I believe this is bad form because it:
Reflects poorly on you.
When a brand resorts to belittling or criticizing competitors, it often comes across as petty, unprofessional, and lacking in confidence. Negative marketing can harm the reputation of the brand initiating it. Customers are more likely to be put off by such tactics rather than being attracted to the brand using them.
Erodes people’s trust in you.
Trust is a fundamental element in building strong brand-customer relationships. When a brand engages in negative marketing, it can erode trust as consumers perceive it as untrustworthy or manipulative. Trust is difficult to rebuild once it's lost, making it a risky strategy.
Makes you look weak and a little bit sad.
Negative marketing often forces a brand to focus on the weaknesses or perceived shortcomings of competitors rather than highlighting its own strengths and unique selling points. This approach can divert attention away from what truly makes the brand stand out in a positive light.
Opens you up to legal action.
Negative marketing can sometimes cross legal and ethical boundaries, leading to potential legal challenges and public backlash. This can damage the brand's reputation and result in costly legal battles. Want to avoid getting sued? Be kind.
Is a missed opportunity to be positive.
Instead of spending time and resources on negative marketing, brands can better serve their interests by investing in positive marketing strategies that emphasize their own strengths, values, and unique offerings. This approach is more likely to resonate with customers and contribute to brand growth.
It’s short sighted!
While negative marketing may generate short-term buzz or attention, it often results in long-term damage to brand reputation. The momentary gains do not outweigh the potential for long-lasting negative effects.
Makes you look like a petty dick!
Negative marketing can alienate a brand from its industry and peers. In an interconnected world, maintaining a positive and collaborative relationship with others in the industry can be more beneficial in the long run. Brands that play well with others are often viewed more favorably by both customers and industry insiders.
Isn’t as rad as you think it is!
Numerous successful marketing strategies focus on positive, value-driven messaging and storytelling. Rather than undermining competitors, brands can choose to inspire, educate, entertain, or solve customer problems, which is a more constructive approach to building brand identity.
If you think it’s clever to building your brand by putting down other brands, you’re an idiot.
It's a shortsighted and potentially harmful strategy that can damage your brand's reputation, erode trust, and create legal and ethical concerns.
Instead, brands should focus on showcasing their strengths, values, and unique selling points, which is more likely to resonate positively with customers and lead to long-term success.
Positive and constructive marketing strategies are not only more ethical but also more effective in building strong, lasting brand-customer relationships.
The bottom line is this: how do you want to be remembered? As someone to be sought out, or as someone to be avoided? Pick one.
As always, thanks for reading.
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P.S. Next time on Shaking the Tree … Why Thinking About Writing Isn't Writing