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.
