What are some great examples of bold — yet tasteful — competitive positioning you've seen in the market? How can companies straddle the line without turning it into a game of finger-pointing?

Question

What are some great examples of bold — yet tasteful — competitive positioning you've seen in the market? How can companies straddle the line without turning it into a game of  finger-pointing?

Adrienne Joselow · Accepted Answer

My favorite example is Adidas video which shoes that yes, a runner can sprint through the desert in Nike shoes -- but a camera man with 50 additional pounds of equipment ...

Kate Hodgins · Answer

This is a great question! I must admit, the recently resurfaced Coke vs. Pepsi ad with the young boy standing on two coke cans to purchase Pepsi is pretty entertaining. H...

Desiree Motamedi · Answer

An example that stands out to me was Steve Jobs’ manifesto on Flash and its security problems. What was fascinating about it was actually Adobe’s response to it. They bou...

Dave Steer · Answer

The market is littered with really bad examples of competitive messaging, unfortunately. They usually make their case on technical details that are irrelevant to the pros...

Greg Gsell · Answer

I will answer this question the total opposite way that you asked it based on something I saw this morning. I was making my son a bagel with cream cheese. The cream chees...

Katie Gerard · Answer

The easiest way to differentiate yourself is to have a really innovative product and solid marketing to back it up. My favorite example right now is a Klaviyo customer, M...

Raymond Hwang · Answer

Great question! Two that come to mind:Slack vs. Email: I've always like how Slack positioned themself vs email as an overall category (https://www.youtube.com/watch?v=SQs...

April Rassa · Answer

A few come to mind for me:Notion vs Confluence (Atlassian) & Google docsNotion has positioned itself as a modern, flexible, all-in-one workspace, subtly making Conflu...

Elizabeth Grossenbacher · Answer

Competitive positioning should not be “seen” in the market. The positioning is meant to be an internal guidepost for your own company. However, your marketing team may wa...

What are some great examples of bold — yet tasteful — competitive positioning you've seen in the market? How can companies straddle the line without turning it into a game of finger-pointing?

Upcoming Event