Brands are adopting increasingly aggressive tactics to garner attention in a crowded marketplace, often imitating social media's blunt and hostile tone. A recent Wall Street Journal article showcased this trend, spotlighting billboards from Vrbo that insult Airbnb and a TikTok clash between soda brands Poppi and Olipop. Experts warn that while sensationalism might create short-term excitement, it could diminish overall consumer trust and loyalty, citing research showing negative advertising can harm all brands involved, as seen in past rivalries like Ragu vs. Prego.
When you're highlighting your competitor's weaknesses, you can also bring to the mind of the consumer the strengths of that competitor, leading to unwanted consequences.
The unhinged brand is just the norm now. While sensationalism can generate buzz, it doesn't necessarily build long-term loyalty or trust with consumers.
#advertising-tactics #brand-competition #consumer-behavior #marketing-strategies #social-media-influence
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