My competitor just launched a campaign to do [x]. Why aren’t we doing that?

Let’s talk about it! I’m sure there is a reason that your competitor spent time and resources against an effort they just put out into the world. They have a passionate and experienced team working against challenges similar to yours, and this is their approach. Once we have clearly articulated the brand positioning, including the mission, benefits and voice, and we have an agreed-upon content management strategy, then let’s examine your competitor’s campaign through those lenses to see if they make sense for us. Perhaps we missed a tactic along the way and they beat us to the punch. But chances are it wouldn’t have made it to our list, at this point in time or ever, because it doesn’t fit with the direction we’re headed. Good to discuss it though, just to make sure!

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