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Complimenting Competitors
Brands don't normally compliment their competitors because they don't want to give their competitor free publicity, but what happened with Xbox and PlayStation generated a different result when they congratulated each other on Twitter.
Apparently, compliments generate over ten times more likes and retweets for the brands than their usual content.
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Brands Communicating Positively Towards Each Other
A new study explored by the Journal of Marketing on brands communicating positively towards their competitor.
The study showed that when a brand compliments a competitor, they end up boosting their own reputation AND sales.
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Why Brand-to-Brand Praise Leads to Positive Consequences
The study showed that brand-to-brand praise makes the viewers view the brand as "warmer" -- meaning that they're being perceived as more friendly and trustworthy, after complimenting a competitor.
It is this warmth that drives favorable outcomes for the praises—outcomes that include greater brand engagement and higher sales.
However, this is only effective when done in an authentic manner. Praise that appears disingenuous will not be accepted as a meaningful indicator of warmth.
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IDEAS CURATED BY
CURATOR'S NOTE
Managers may wish to capitalize on this opportunity by utilizing brand-to-brand praise as a way to foster a warmer brand image and produce more positive downstream consequences.
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