In brand marketing, certain strategies can affect consumer awareness by emphasizing one's own advantages or indirectly implying the shortcomings of competitors, but legal and ethical boundaries must be strictly followed to avoid slander, false publicity or misleading information. The following are some strategies that may be considered “marginal” but need to be operated with caution： --- ### **1. Emphasize one's own advantages instead of attacking opponents** -**Strategy**: Highlight the unique features, performance, or user value of one's own products through advertising or publicity, implying that competitors do not have these characteristics. -**Case**： -Apple's ”Get a Mac" series of advertisements (highlighting the ease of use of products through humorous comparisons, without naming competitors). -The toothpaste brand emphasizes that “the only ingredient containing XX", suggesting that the effect of competing products is insufficient. --- ### **2. Comparative advertising (legal compliance required)** -**Strategy**: In regions where comparative advertising is allowed (such as the United States), use **third-party data** or **verifiable facts** for objective comparison (such as battery life, ingredient content). -**Key points**： -Avoid subjective belittling (such as “their product is poor”) and use “our product is 20% faster than similar products” instead. -Reference the test results of independent institutions (such as consumer reports, industry certifications). --- ### **3. Using consumer psychological cues** -**Strategy**: Guide consumers to pay attention to the potential weaknesses of opponents through content marketing or advertising language. -**Example**： -Educational content: "How to choose a truly environmentally friendly product?" ”(Implying that the opponent's environmental protection standards are insufficient). -Social media question: “Why are some brands of mobile phones prone to fever?" ”(Trigger user association). --- ### **4. User experience comparison** -**Strategy**: Through free trials, sample giveaways or interactive experiences, consumers can feel the differences for themselves. -**Case**： -Car brands provide test drives, emphasizing “no frustration gearbox" (frequently asked questions about competing products). -Skin care product brands give away samples, marked “alcohol/silicone oil-free” (suggesting that competing products may contain it). --- ### **5. Price and value comparison** -**Strategy**: Through cost-effective publicity, it is implied that the opponent's products are “high-priced and low-quality.” -**Example**： - “With the same configuration, the price is reduced by 30%. ” - “Why pay for over-packaging? ”(Implying that the cost of competing products is opaque). --- ### **6. Use ”alternatives" to locate** -**Strategy**: Position your own products as upgraded versions or solutions of competing products. -**Case**： -Energy drink advertisement: "Say goodbye to drowsiness at 3pm” (suggesting that the effect of competing products is short-lived). -SaaS tool promotion: “No need for complicated operations, replace traditional software” (implying that the opponent's user experience is poor). --- ### **7. Comparison of social responsibility** -**Strategy**: Emphasize your own investment in environmental protection, ethics or social responsibility, and indirectly criticize general problems in the industry. -**Example**： -“01 experimental certification” (implying that some competing products are not up to standard). - “100% renewable energy production” (compare high-carbon footprint brands). --- ### **8. Visual and symbolic hints** -**Strategy**: Use vague images or symbols of competing products in advertisements to suggest their shortcomings. -**Example**： -A vague bottle of carbonated drink is displayed in the beverage advertisement, with the narrator “Is the sugar content too high?" Try our sugar-free version”. -Mobile phone advertisements show that the battery is running out quickly (no brand is named, but a common problem is hinted at). --- ### **9. Limited-time comparison activities** -**Strategy**: Launch replacement activities for competing products (such as ”discount replacement of old equipment"). -**Key points**： -Avoid direct belittling, for example“ "Upgrade your experience, the maximum deduction for old equipment is 1,000 yuan”" -It is necessary to ensure that the activities are true and effective and avoid false promises. --- ### **10. Emotion and Story marketing** -**Strategy**: Through user stories or emotional resonance, it is implied that competing products cannot meet the needs. -**Case**： -Maternal and child brand advertising: “Why do mothers start to choose safer materials?" ” -Promotion of fitness equipment: “Get rid of the limitations of traditional equipment”. --- ###**Legal and Ethical Risk Warning** 1. **Avoid false statements**: All publicity must be based on facts and data must be verifiable. 2. **Comply with regional regulations**: For example, the European Union has stricter restrictions on comparative advertising than the United States. 3. **Does not infringe trademark rights**: Competitive trademarks or clear logos may not be used in advertisements. 4. **Be wary of “goodwill slander”**: Even if the name is not named, if the consumer can clearly associate with a particular brand, it may still constitute infringement. --- ###**Summary** The core principle is **“Define industry standards with one's own advantages”**, rather than attacking opponents. By emphasizing innovation, user experience, or values, consumers are imperceptibly asked to re-evaluate competing products. Be sure to consult with the legal team before implementation to ensure the strategy