Brand Rivalries and Consumer Behavior

There are many brands out there that we all know that have rivalries with other companies. For example, Pepsi vs Coke, Dunkin Donuts vs Starbucks, FedEx vs UPS, the list goes on and on. Creating a rivalry between the companies creates the notion that one is better than the other. This strategy allows the company to take advantage of that narrative and show why they are superior, increasing the amount of loyal customers. However, it can also rub the opposing side the wrong way. Likely guaranteeing you won't get their business. While this strategy can have its advantages, it's also risky. The opposite strategy, Praising, can make the brand seem more real and authentic. It promotes inclusivity and collaboration, likely making the brand appear positively to consumers. This can make people more inclined to purchase from them as they may share similar values. On the other hand, promoting another product or company can be tricky, risking taking the attention away from your own. 


Thin slice theory is one reason why the praising strategy might be the better option for brands. “A mental process that arrives at a sound decision by using relatively little information. The so-called process is called “thin-slicing.” It basically suggests that the human mind has the ability to process limited information to come up with a spontaneous, yet logical conclusion” (Cajucom, 2018). If this is the case it is more beneficial to your company to be seen as authentic and trustworthy by lifting other brads up, compared to other companies that might take shots at the competitors expense. Taking the high road and creating space for more brands to be a part of will increase interest and loyalty to your brand. Of course this strategy can always backfire. If the brand praises too much or only at opportune times, it can be seen as over the top, desperate, or disingenuous. Not only does this take away from the whole point of praising other brands but it will definitely rub potential customers the wrong way and focus their attention elsewhere.



References


           Cajucom, J. (2018, December 16). 3 Lessons in Thin-Slicing : Why a Snap Decision Could Just Be As Important As a Carefully Thought Out Analysis. Medium. https://medium.com/@jennette_cajucom/how-i-learned-practical-marketing-from-malcolm-gladwell-56054be4a22c


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