Brands poke fun at their rivals in bolder, call-out strategies
Implications - While branded rivalries have been going on for as long as we know it, a once behind-the-scenes interaction is now coming into the limelight through bolder, in-your-face marketing tactics. Beyond social media battles and light-hearted exchanges, brands in QSR all the way to fashion are taking more risks through activations and real-world campaigns that call out their competitors in negative, albeit humorous, ways. From comparing value to straight-up insults, these examples speak to the evolution of brand identities and a growing willingness to take risks when it comes to consumer communication and messaging in the public space.
Workshop Question — What risks are you willing to take to be more open and transparent with your consumers in terms of outlining your value proposition?