The Marketing Millennials Go-to-Market Plays #2: How To Out Position Your Competitors
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Apr 9, 2025 Tamara Grominsky, an award-winning product marketer and former VP at Kajabi, shares her insights on how small brands can stand out against larger competitors. She dives into the concept of competitor contrast marketing, emphasizing the importance of storytelling over simple features. Tamara recalls the iconic Mac versus PC campaign, illustrating how emotional connections can shape brand identity. With a three-step playbook for effective positioning, she offers actionable strategies for brands looking to transform rivals' strengths into their weaknesses.
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Contrast, Don't Copy
- Don't obsess over competitors and copy their tactics.
- Instead, contrast your brand by highlighting key differences.
Why Contrast Marketing Works
- Competitor contrast marketing emphasizes the differences between brands, not just features.
- Buyers often choose based on feeling and brand identity, not just functionalities.
Apple vs. PC
- Apple's 'Get a Mac' campaign is a classic example of contrast marketing.
- Instead of competing on specs, they focused on brand identity, portraying Mac as cool and PC as stiff.