Gett Surge Pricing

In follow up to my post about competitive marketing and the recent Sprint campaign, I'd like to comment on another category where we are seeing a lot of competitive messaging. Meaning one brand pitting itself against another, in this case one brand messaging against what is perceived as the market leader.

Specifically, in this case Gett vs. Uber. Gett is actively attacking Uber on what many say is its achilles heal...surge pricing.

I've already established that I'm not a big fan of competitive advertising...I generally think that brands should talk about what they offer their customers and not talk about their competition. But when there's an opportunity to show an advantage on a feature that is causing angst with consumers (a weakness per se), then there are times when it's appropriate and can even effective.

In this case it might be effective in getting trial.

But any brand should keep in mind that this kind of messaging can be temporary. It's only a matter of time before the other brand responds, either by addressing its weakness or by attacking on another level. Plus the brand might be missing an opportunity to talk about its own unique benefits on its own merit.

So I guess what I'm saying is "brand beware" when doing this kind of marketing.

What do you think? What's your experience?  JIM