Brand rivalries have always been a go-to marketing move. The Mac versus PC ads are a perfect example. Apple leaned into that rivalry to make themselves look fresh, creative, and cool, while Microsoft came off more traditional. It worked because people like picking sides and feeling like they’re part of something. A good rivalry builds loyalty and gives consumers a clear reason to identify with one brand over another (Babin & Harris, 2022).

Praising competitors is a different approach. Instead of trying to “win,” brands that acknowledge their competitors’ strengths can come across as confident and trustworthy. It catches people off guard in a good way. It makes the brand seem more human, and that can shift how people feel about them. Thin-slice theory explains that consumers make quick judgments based on small bits of information (Babin & Harris, 2022). Even one moment of genuine praise can stick in someone’s head and make them more likely to engage or buy. It’s like when someone compliments a friend instead of trying to one-up them. It feels authentic.

This doesn’t always work. If the praise feels fake, people can tell. It can also backfire if the competitor is way stronger, because then it just makes the brand look unsure of itself. It works best when it fits the brand’s personality and doesn’t feel forced. Some industries rely on a bit of an edge to stand out, so being nice to competitors might not land with their audience (Gatesman, 2025).

References
Babin, B. J., & Harris, E. G. (2022). CB: Consumer Behavior (9th ed.). Cengage Learning.

Gatesman. (2025). *Gen Z Reframed