Create ideas using: Compare & Contrast
Why compare my brand to competitors when I could just focus on my own story?
Because comparison creates clarity. When you show the difference between you and the alternative, people don't have to imagine it—they see it. Comparison forces people to actually think about trade-offs instead of just defaulting to what they already know. The key? Don't be bitter or dishonest. Highlight real differences that matter to your audience. That's not attacking competitors; that's helping people make informed choices.
What's the difference between a good comparison and one that backfires?
A good comparison shows real differences that actually matter. A bad one exaggerates, lies, or comes across as desperate. The strongest comparisons let the category incumbent look bad just by contrast—you don't have to roast them. Show what your approach delivers that theirs doesn't. If the differences are real and substantial, the comparison speaks for itself. If you have to reach, you've already lost.
Example: How it could look
A sustainable fashion brand could compare traditional fast fashion's approach to its own: same end result (clothes people wear), completely different choices (labor practices, material sourcing, manufacturing waste). Show a garment's journey in both systems side by side. The contrast isn't aggressive—it's just the truth. People see the difference and understand why it matters. The comparison becomes proof of your values.
Or like this:
Why is Compare & Contrast a great technique?
Comparison campaigns work because they create clarity by showing real differences—making your advantage obvious without sounding desperate.
Forces people to actually see trade-offs
Makes your difference concrete, not abstract
Helps people make informed choices
Shows confidence in your actual advantages
The strongest comparisons don't attack—they just show what different choices look like. When the contrast is real and honest, people don't need you to convince them; they can see the difference themselves. That's way more persuasive than any pitch.
! When not to use the Compare & Contrast Technique
When the differences aren't real or substantial. If you're comparing yourself to a competitor and they actually beat you on key metrics, this backfires hard. Also skip it if your comparison comes across as bitter, desperate, or dishonest—people resent brands that feel like they're taking shots to distract from their own weaknesses.
Technique first described by www.deckofbrilliance.com