PLANNING - Step 2 - Framing the Attack
04.03.03 STRATEGIES FOR ATTACKING RELATIONSHIP CG’S.

1. Enhance reputation. Challenger can attack leader’s poor reputation by highlighting challenger’s strengths and successes.

2. Discredit reputation. Challenger can attack leader’s good reputation by highlighting leader’s weaknesses and failures.

3. Customer delight. Offer steep discounts and better service via lightening quick campaigns that catch the leader sleeping.

4. Rapid Cycles. Utilize rapid cycle messaging to counter rigid, traditional marketing practices of leader.

5. Sever relationships. Challenger can attack leader’s supply lines by disrupting or denying key customer, vendor or financial relationships.