Criticising a Competitor is the Worst Way to Advertise

So, you have this brand new, spectacle of a product, it is bound to make you lots of money, and you now need to put money towards advertising it. You could highlight it’s features, what makes it a cut above the rest. You could even (if you don’t mind being slightly annoying, and portraying your company as tacky) hire a celebrity to really show off that item. You’re quite proud of your product, and you’ve put a lot of work into it, so it shouldn’t be hard to ‘big it up’, right? In many cases, companies do a good job at this, but in other cases, the biggest of corporations, feel it necessary, to use even the tiniest, sometimes not at all accurate, problems with their competition, to make their product look better. And that is really not good. It ruins competition, and inter-industry relations.

I’ve got to use Apple and Samsung as an example (as if you weren’t already expecting that). They both produce pretty amazing products, and Apple, as one of the most valuable companies in the world, is leading out of the two. They have the best selling smartphone in the US and many parts of Europe, and are facing extreme competition now from companies such as Samsung, Nokia and Acer. Samsung’s new line of advertisements do exactly what I hate. They point out what other phones can’t do, not what their phone can.

Example 1:

Here, we see Samsung using Apple as an excuse. And for the record, there is a perfectly good reason the iPhone isn’t 4G, as it wouldn’t be consistent worldwide, and it’s not that big, because of usability issues. No opinion here. It’s fact. The Samsung phone is an amazing phone, and Samsung should be appealing to the billions in the world without smartphones, not the hundreds of millions with iPhones.

Example 2:

With thousands of dislikes this is where Samsung sweeps to an all new low. They start a competition, between a tech savvy, knowledgable Android user with a Samsung Galaxy Note, and a woman who has just bought her iPhone. They get challenges, which are all known to be possible on the Samsung phone, and of course, the iPhone loses each time. However, this woman clearly just doesn’t know that much about technology, which isn’t a bad thing, but compared to this man, it’s a whole different story. Also, each challenge, I know for certain I could complete myself, with a quick search on the app store for the first task, and a bit of common sense (and no apps) for the second. The woman doesn’t do anything when they ask her to find directions. She doesn’t even tap on maps. Seriously.

So there you have it. Companies exploiting their good competitors to draw attention to their phones, which they could show off just as well on their own. These companies have massive advertising budgets, so why not put it to good use?

  • John Smith

    ‘they iPhone loses each time.’ < This doesn't make sense, other than that, good article.

    • Nathan Liu

      Thanks, it’s been updated.