In the recession I've noticed a real increase in competitive messaging. It's no longer enough to market a product or service and hope that draws in cautious consumers. It seems you must also try to rubbish the competition to make extra sure of those hard-fought revenues.
Dixons.co.uk has rattled major rivals John Lewis and Selfridges with an ad campaign in the capital that uses their own branding against them. The Dixons ads present a stereotypical view of its upmarket competitors, before boasting of its own unapologetically cheap credentials.
Rather stupidly, John Lewis has even responded, giving the ads even greater exposure.
Tuesday, 22 September 2009
Great competitive messaging from Dixons
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1 comments:
I liked the Harrods one, but I am not sure Dixons got it right with John Lewis.
As Ruth Mortimer says in her Marketing Week blog (http://j.mp/GxgfN), what it ultimately did was remind people that John Lewis has excellent service, and Dixons perhaps not so good...
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