Battlenomics Basics

There are four pillars in Battlenomics, and they are:

1. Inline Competitor 
2. Intersecting Competitor 
3. Perpendicular Competitor 
4. Parallel Competitor 

Four Pillars of Competitive Battlenomics 

Inline Competitor 

An Inline Competitor offers the same exact product and benefit as you.

Example:

• Business: Walmart
• Inline Competitor: Target

Strategy:
If your business landscape is predominantly comprised of inline competitors, what you want to focus on is strategic product and/or organizational branding. 

Eureka The Boss Vacuum Commercial, 1991 

Branding Strategy: Self-Propulsion

 

Intersecting Competitor 

An Intersecting Competitor offers the same product as you, but with a different benefit.

Example:

• Business: Pat's Guitar Lessons
• Intersecting Competitor: Jim's Drum Lessons

Strategy:
When in competition with intersecting competitors, focus on differentiating the benefit of your product for maximum target market appeal.

Asics Running Shoes Spec Commercial 

Branding Strategy: Running gives your mind a rest 

Perpendicular Competitor 

A Perpendicular Competitor sells a different product than you, however, with a very similar benefit.

Example:

• Business: Marketing Agency
• Perpendicular Competitor: Accountant

Strategy:
Because a perpendicular competitor predominantly services your target market, you can leverage their relationship with customers you wish to serve by forming a a promotional affiliation whereby they refer customers to you, while you refer customers to them.

Stronger Than the Storm, NJ Ad, 2012

Gov. Christie was wise to piggyback off of a NJ tourism ad to link his campaign with strengthening the Jersey Shore

Parallel Competitor

A Parallel Competitor sells a completely different product and benefit as you.

Example:

• Business: Tree Removal Company
• Parallel Competitor: Starbucks 

Strategy:
Always find parallel competitors who serve the same exact target market as you, and establish an affiliation where you can piggyback promotional opportunities.

Diet Coke - Music that Moves

Taylor Swift linked up with Diet Coke to increase sales of her new album

I hope you enjoyed this posting on my Four Pillars of Competition in Battlenomics. Tomorrow I will teach you how to exploit each one.