How customers perceive you is dependent upon how they perceive your rivals

“My total impression of any brand is made up of my experience of using it and whatever I have received, digested and accepted from the communications about it. Perhaps most important, my view of a brand’s personality depends on my impression of its competitors. Everything is relative…

How much our brand will appeal to people will depend on its relationships with competitors. This means that advertising [or other marketing communication] objectives must always be set in terms of: the changes desired in our brand; and comparison with other brands.”

JWT Planning Guide

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