Rubies in the Rubble’s smart positioning copy

We've always felt a natural affinity with Rubies in the Rubble based on our shared love of the word "gooder".

So it's hard to tell if we like this copy because it's genuinely good or whether it's because it feels written specifically for us.

Either way, we're big fans.

We've said it before and we'll say it again: comparative words are a challenger brand's best friend.

As a challenger brand, you're already being compared to the market leader in the customer's head the moment they see your product.

Which is exactly why comparative words are so bueno.

👉 Research in the Journal of Advertising found that comparative advertising for a new brand has a significantly more positive effect on purchase intentions than non-comparative advertising.

In other words, as a challenger brand or emerging brand, owning that comparison to bigger competitors is one of the most effective things you can do.

However, there's some nuance to it.

👉 Research also shows that negative comparisons — AKA "we're better than the big brands"  — puts people in push back mode. Seeing a small brand say stuff like that makes our brains go "no way, mate" or "how is that possible?". It primes our brains into BS mode.

However, positive comparisons — exactly like "it's ketchup, but gooder" — is a format that our brains are chill with. Our brains go "you know what, Heinz is a bit vinegary. I can see how they can improve it".

And that's exactly the move to steal.

It's [category]. But [comparative].

It's protein powder. But it doesn't taste like chalk.

It's a bank. But one that's actually on your side.

You can even use the technique to have a little jab at a specific competitor.

Tenzing, for example, could say something like:

We won't give you wings. But you also won't crash at 3pm.

That's exactly the same technique in action.

So, whatever way you're doing things differently, using the current market leader as a baseline and then leap-frogging them with your copy is super smart. Give it a go.