American brands seem obsessed with highlighting their competitors flaws in favour of promoting their own benefits. Following my trip to New York at the end of January, it was hard to escape the number of brands adopting this type of messaging.
The most obvious example was Verizon, who slate AT&T’s 3G coverage across the US, and many of my US friends refered to the rivalry using the term ‘there’s a map for that’. I’ve posted a link to one of the Verizon ads below, and you’ll soon realise how successful it seems to have been.
It will be interesting to see if any UK telco’s ever make this move towards highlighting other suppliers 3G availability, (or lack of) especially with the iPhone now driving smartphone sales (and so 3G usage) across Orange, Vodafone and O2 networks.
