Marketing is war. As on the battlefield, there’s a time to hold your position, a time to fall back and reassess, and there are times when you should attack. Those calls should be based on pragmatism not impulse, because the resources required to up your game can be considerable and the consequences of failure can be significant. So when should a brand take on a competitor, directly or indirectly?
Let’s start with the circumstances in which an attack makes sense.