Is Attacking Your Competitor The Way To Go?

Lisa Dahlby - Project Manager/Account Coordinator- Stanton & Everybody

Domino's is doing it to Subway. Campbell Soup is doing it to Progresso. Mac is doing it to PC. Is it effective? And what are the risks?
The article referenced below recommends 5 Rules for taking your competitor on:
1. Don't name your competitor
2. Stay positive
3. Back it up with science
4. Have a contingency plan
5. Don't steal your competitor's claims
Worth Reading: http://adage.com/article?article_id=136841