Manage Or Be Managed
Repositioning the competition can mean many things, but it DOES NOT mean lying about your competition or doing anything unethical. Instead it's about controlling the dialog, in and around your product, service or cause, by making your message the loudest one to your target audience on the Internet. How TMA does this depends on your marketing and communication objectives.
One thing is certain: if you don't enter the dialog you will never be heard, whether you are promoting a health service, a political policy, kids program, a product or service. Those who promote the "loudest" online be will naturally direct the audience to their way of thinking, their product or service, and away from yours.
Listening to what the competition says is obvious. TMA takes it to deeper level by reverse engineering their whole online tactical approach. We then take from them what works and exploit their weaknessws. AND, we do so professionally and aggressively.