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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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141 reads
MORE IDEAS ON THIS
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...
13
289 reads
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 pra...
13
82 reads
CURATED FROM
Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices
ama.org
3 ideas
·512 reads
IDEAS CURATED BY
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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The Law of Duality
In the long run, every market becomes a two-horse race.
A new category may have many rungs in the beginning. But, over time, the ladder has only two.
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