After you have made up your specific marketing image, then you have a base from which to develop all other portions of your marketing approach. One item needs to be made crystal clear: if you are in either a "market share", or in a "growth share" approach, if you don't elevate your company's value to customers high enough above the competition to get them mad, then there is not a good enough reason for people to choose you! The madder they get, the more business you should get. Not because they're mad, but because of your much better value. The irritation is a result of the difference, not the goal.

A certain retailer asked for assistance in increasing customer traffic. The suggestion was made to go to certain stores and put up advertisements. The response from the retailer was, "I don't want to irritate or take away customers from Joe!"

Another matter must be clarified. Insults, criticisms or any form of negative advertising has long term detrimental effects on the sponsor. Ads need to show the Positive Results of using your product or service, not the negative results of using someone else. Criticism is confrontational and creates more critical responses, otherwise known as retaliation. Therefore, the goal is to make the value so much better that people would have a hard time justifying not doing business with you. "Me, too" products and services need a "good enough" reason to cause a switch, lateral moves mean breaking old habits with no "good enough" reason.