With the midterm elections fast approaching in the U.S., we’re being deluged with negative campaign ads featuring one candidate attacking another on various topics. Most of us are turned off by this vitriolic approach (at least consciously), so why does it happen every election season? Research has found that going negative can actually work on a subconscious level. In the mind of the viewer, content is stickier when it’s framed negatively.

Given this reality, you might be tempted to at least experiment with leveraging your marketing and communications expertise to call out one or more of your business competitors. After all, some of the most memorable marketing strategies of all time feature brands directly confronting their opponents. For example, many years ago, rental car company Avis went after leader Hertz with the legendary tag line, “When you’re only No. 2, you try harder.” And Wendy’s challenged both McDonald’s and Burger King by asking, “Where’s the beef?”

However, as memorable as these campaigns are, you need to think very carefully before attacking a competitor. The business environment has changed. You need to anticipate and prepare for things going pear-shaped.



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