Comparison marketing isn’t just bad marketing. It’s bad business strategy.
Most marketers and entrepreneurs spend their entire careers competing for only 24% of the value opportunity of the category. They compare themselves to the Category King (who, by definition, takes the lion’s share of the economics), and as a result, live forever in their shadow.
And yet, conventional wisdom in the world of business and marketing says “comparison marketing” is one of the best things you can do.
If the category king earns 76% of the category’s total value, that means everyone else is left to fight over the remaining 24%. Within that remaining 24% is a barrel of brands all trying to “out-better” each other. “We’re cheaper! We’re faster! We’ve got this feature! We’re free for 30 days! We’re free for 31 days!” And so on.
This is what we like to call The “Better” Trap.
In this “mini-book” you will learn:
- Why the critically acclaimed “Pepsi Challenge” was the single greatest marketing mistake of all time.
- How much money ($$$) Fortune 500 companies waste of comparison marketing, and what category defining acquisitions they could have made instead.
- Why aiming for your marketing to be “creative” is the wrong goal—and what you should be focused on instead.
- Easy to spot examples of companies falling into The “Better” Trap.
- And more.
Short, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is a rally cry for companies to be DIFFERENT, not “better,” and the rewards that get unlocked as a result.