Why copying a competitor will always fail

We talk a lot on Death to the Corporate Video about the
importance of starting any video advertising project with a
strategy. That strategy step works out your key messaging, target
audience, video uses, and more. Unfortunately, we’ve seen a
disappointing trend in B2B video marketing emerging. Brands are
skipping doing their own strategy in favor of copying a
competitor.


To be clear, we encourage B2B brands to do a competitive analysis
as part of a wider strategy project. However, the purpose of the
competitive analysis is to determine what not to do and
how to stand out. The purpose is certainly not to say, “Hey, I
love this spot Competitor A made. Let’s make our own version of
it!”


On this episode, Guy and Hope discuss the problem with copying
your competitor’s creative, and what you should do instead.


Learn more about Guy, Hope and Umault at umault.com