Show notes
In 2017, Microsoft's video game brand — Xbox — went onto social media and congratulated its competitor Nintendo, on the launch of its new Switch console.
That same year, the New York Times encouraged people to read other news sources like The Wall Street Journal.
The Oreo cookie brand once told its fans how irresistible the competing Kit Kat chocolate bar was.
As marketers, we're taught early on that even the mere mention of the existence of a competitor is a bad idea. But... have we had it wrong all along?
Tod speaks with Ling-Ling Zo — a PhD candidate at Duke University. This month, she and her colleagues published an article in the Journal of Marketing called Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices.
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Today in Digital Marketing is hosted byTod Maffin and produced byengageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada. Associate Producer: Steph Gunn. Ad Coordination: RedCircle. Production Coordinator: Sarah Guild. Theme Composer: Mark Blevis. Music rights: Source Audio
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