How Brands Use Laddering to Get an Edge on Their Competition

“It’s an attempt to de-position your competition by saying, ‘We’re this, and they’re this,’ and then figuring out what attribute you want to talk about that not only reflects you in a positive light, but just as importantly de-positions or sheds your competition in a negative light.”

Here’s a crash course in a powerful marketing tactic.

In this four-minute video, Scott Galloway explains how brands use laddering to get an edge on their competition and demonstrates how Apple is currently using the tactic against Facebook and Amazon.

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