For a repositioning strategy to work, you must say something about your competitor's product that causes the prospect to change his or her mind, not about your product, but about the competitor's product. The objective of your advertising should not be to communicate with your consumers, but to terrorize your competition's copywriters.
HOW TO WORK A REPOSITIONING STRATEGY the art of wargaming
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For a repositioning strategy to work, you must say something about your competitor's product that causes the prospect to change his or her mind, not about your product, but about the competitor's product. The objective of your advertising should not be to communicate with your consumers, but to terrorize your competition's copywriters.
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