Your Competition

If you're advertising, which means if you're talking to customers and potential customers in any way, shape, or form, in order to tell your story, you're probably thinking about your competition.

And you probably think your competition is the other folks who make the same product you do.  If you make hamburgers, it's the other hamburger places.  If you're a bank, it's the other banks.  A car dealer, the other car dealers.

Problem is, you're wrong.

Your competition is anyone and anything that is more interesting than your story, at any given moment, in the eyes of the people you want to talk to.  Your competition is the new Nike spot.  The magazine article you're running in the middle of.  It's a trip to the fridge.  A ringing phone.  Traffic on the freeway.

Is the story the competition's telling more interesting and compelling than yours?

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Advertising  Marketing   Creative   Interactive   Online Marketing Design  Digital Design Blattner Brunner  Ernie Mosteller 

Comments

[olivier blanchard]

Awesome point, Ernie. I've heard the terms "Wallet share" and "attention share" surface a lot recently. The point being: Your customer has $75 in their wallet. Where is it most likely to go?