animation of two soda bottles that look like Coke and Pepsi brands fist-bumping
Sep 30, 2021

Complimenting a competitor makes brands seem warm and trustworthy, particularly with skeptical consumers

Whether they’re beefing on billboards or sparring on social media, big brands are known for taking jabs at their competitors (see the famous “Get a Mac” ads or “the chicken sandwich wars”). What consumer brands typically do not do is compliment those rivals – they wouldn’t want to grant an adversary free publicity, said Keisha... read more