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Corporate Branding

Research: When A Brand Praised Its Competitors, Consumers Feels That The Brand Was More Thoughtful, Kind, And Trustworthy

6 min read

When it comes to engaging with competitors, most brands take an antagonistic approach – think the age-old rivalry between Coke and Pepsi, or the memorable “Mac vs. PC” ads. However, new research suggests that praising the competition can actually boost a brand’s image and profitability. For example, in one study,

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