I'm always fascinated by how companies look at their competitors when deciding how to create their marketing. There's the low-hanging, follow-the-leader fruit that is a popular  if not easier  avenue to travel down. 
Then there's the more comprehensive approach involving deep dives, social listening and actually using the competitor product to find out where you can diverge. I tackled the topic recently — borrowing expertise from two qualified pros from Compass and Hammer Creative.
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