When does your competition matter?

What are your marketing assumptions?
June 5, 2012
Is doing nothing doing something?
June 8, 2012

When does your competition matter?

Lately we have been working with a client whose competitor just loves to ape. The competitor photocopies every media aperture we use. They imitate every dance we do. Even down right to icons and graphics. So what do you do in such situations?

Is this a good or bad thing? Depends.

It can be good because you can predict with statistical confidence what they will do. In which case, you can even trap them. Bad because it takes immense marketing wisdom to decide if what they imitate matters. If it does not, ignore it. We are better off focusing on what matters most.

Let them play catch up.

Deciding what matters, matters.

What matters to your competition?

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