MARKETING TEARDOWN: PUNCHING UP

Summary from the TLDR Marketing newsletter

“Punching up” is when lower-status brands challenge higher-status competitors to emphasize their underdog appeal, often attracting empathy and loyalty from audiences. Examples include Ben & Jerry's versus Häagen-Dazs, Beehiiv challenging ConvertKit, and Avis embracing its #2 position to avoid promoting the top competitor. Successful campaigns are subversive but can face backlash. The tactic works best when targeting stagnant incumbents.