What if I told you there's a way to increase your brand's revenue without increasing your ad spend?

A single strategy made Scope steal 33% of Listerine's market share, and this single strategy has been used by brands time and again to capture market share from their competitors.

This strategy is called “the art of reframing”. The art of reframing in marketing is the strategy to reframe your competitors weakness into your brand’s strength. Most brands try to shout louder. But history shows that the fastest-growing brands win by saying something different.

The strategy : Attack their weakness, not their strength.

Listerine was the dominant mouthwash brand for well over a deacde. Most mouthwash brands who entered the market, copied what Listerine did and almost all the brands ended up losing to Listerine.

When we think of Listerine, the words that comes to our mind are :

"Kills germs"

"Has a medicinal taste"

"Strong"

"Has a burning sensation"

Listerine took all this and used these in their campaigns to become the No.1 Mouthwash brand.

Their campaigns went like this:

 So when Scope enetred the market, it didnot try to copy Listerine. They picked a fight with Listerine. They attacked Listerine's weakness. Their first campign went like this: 

And with this single campaign, Scope captured 33% of Listerine's market share.

And Scope is not the only brand to do this. You might remember the classic ads that Apple did comparing Mac to a PC.

So if you want to grow your revenue today, understand what weakness the dominant player in your category has and launch a campaign attacking that weakness.