Everything is relative.

People can’t judge the value of something in isolation.

They have to compare it with other things, consciously or unconsciously.

So, as a marketer, you can create value by manipulating the benchmark and carefully selecting the things that are compared.

However, comparison advertising shouldn’t just mean listing the weaknesses of competitors’ features or mocking their prices.

In fact, you don’t have to compare competing brands at all.

Compare places, circumstances and ideas.

Compare attitudes, feelings and perspectives.

Compare behavior, actions and results.

Compare the past with the present, before with after, a ‘no’ with a ‘yes’.

Compare your brand with the entire category it’s in.

Be creative in how you present your comparisons too.

They can be side-by-side, one after the other, or mixed together.