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Media Essentials:
• Align with other scrappy brands, environments, endorsements and influencers
• Pick on the market leader and single-mindedly focus on their shortcomings
• Hijack the competitor’s symbolism and publicly call them out
• Find media environments where your competitor feels at home and challenge them there
• Constantly look to build tactical activity in opportunistic moments
Secret Ingredient:
• An appetite for the fight
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