By Ed Haigh.
Received wisdom says we shouldn’t talk down our competitors. To do so is not only a bit undignified, but is generally reckoned to hold with it the potential for self-harm.
But does trash-talking have an unfairly poor reputation? The question came to mind recently as I was conducting a bit of research into challenger brands, many of whom have made a virtue (and a successful business) of putting down their competitors as often as possible. Indeed, I found plenty of people who were publicly advocating the idea that trash-talking was a good thing.
Tit-for-tat advertising between BMW and Mercedes in the 1980s provides a typically unedifying example of trash-talking, but the one that always comes to my mind occurred in 1999. The British Airways-sponsored...