Case Nikon Singapore: How to Keep Beating Your Opponent

Many of you might have heard about Nikon Singapore´s photo competition screw-up. They awarded clearly photoshopped photo and apparently a stolen idea. While it is not the biggest failure of the world, it is slightly embarrassing. It would probably be forgotten quite soon, but their biggest competitor Canon does not want us to forget:

Canon Canada

Quite seldom social competition in Singapore catches the attention in Canada

As we can see, the post has gotten over 11k likes and 7k shares. That is quite great number for a Facebook post and a great indicator that people love when brands are bold and have balls.

Bold brands are cheeky, even frivolous. When their opponent (read: other brand) fails, they attack viciously. Business is about winning and losing and if you can help your rival brand lose even more go for more blows. There is three great lessons here to keep in mind when you thinking of competing with your archenemy:

  1. Admit your own mistakes fast and forget them even faster.
  2. However well on your opponent’s mistakes and rub it in their face. Do it as fast as possible.
  3. …but do it with tongue-in-cheek. It is ok to be evil if you smile at the same time.

Some people and brands need to have an enemy to get the best out of them.

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