Continuing with my post about IPhone, today from Seth Godin I read the strategy on the Apple Inside about the Verizon strategy to contra-attack.
According to Seth Godin, “It’s basically a memo designed to help Verizon reps denigrate the iPhone. I think this is bad marketing. If someone is going to switch carriers and you’ve done your best to denigrate their choice, you’ve not only lost a customer, you’ve also lost credibility and respect going forward. (Because your criticism of the phone is also criticism of my judgment.)”
My opinion is that attack causes audiences to experience negative feelings about the company being attacked and negative impressions for the attacker. We tend to think that if the company is attacking is because they don’t have anything else to offer, they are hiding something.
When you start war-marketing usually the attacked concentrates to fight back, giving space to another multiple companies climb their ways to dominance.
Explore the imperfections offering solutions, but do not attack! It’ll just make you fragil and exposed.
In some way this doesn’t work in politics. It might be because we have a cynical view of politics and our opinion is just ratified by the accusations.
Cheers
Lucio Dias Ribeiro
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