Defense Marketing

Defense Marketing
by Josiah Go

4 Psychologies of an Attacker6-Part Marketing Defense Plan
5 Most Destructive Moves of an Attacker
4 Strategic Options of a Defender
Over 80 Weapons to Counter Attackers
Each participant will:                                                                                           

  • Understand, recognize and anticipate patterns of competitive behavior 
  • Know how to respond to competitor’s most likely moves 
  • Distinguish the stakes between growth vs. defense strategy 
  • Manage your career when you don’t put brand or company at serious risk of stagnation by a neglected defense

The company will gain:

  • Know the consequences of relying solely on growth options without a defensive plan 
  • Understand tools (from tactical to strategic) when dealing with competitive attacks 
  • Recognize traps to avoid to keep your customers and save your brand and business 
  • Understand how established competitors will respond before you launch a new industry offer

When you have a profitable growing business, competition will be attracted to join you sooner rather than later. This is the reason why corporate performance is usually relative, and seldom absolute, to competitive moves. Success will be affected by what key competition will do or is unable to do. Learn to view marketing from a defensive lens, know if counter attacks are needed, know how new entrants and competition will steal your market shares and discover ways you can stop them from hurting your sales, profit and equity.
Recognize that even good and innovating products can fail if not defended effectively. Improve odds in your favor! This seminar will answer questions like:
“How can I anticipate competitive moves?”
“How can I push back competitive attacks and strengthen my business and brand?”

Or as an Attacker:
“What incumbents in the market might do to defend against you?”
Module 1: Defense Lessons From Marketing History 

  • Why competition behaves the way they do 
  • Making good use of pre-mortem 
  • 6-part defense plan 
  • 4 psychologies of an attacker 
  • 5 defense visions to choose from 
  • Tips to create a rapid response capability

Module 2: Knowing Self Against Competition 

  • Inventory of capabilities versus vulnerabilities 
  • Understand what drives retention 
  • Demand versus supply side competition 
  • Decoding your attacker (30 things you need to know)

Module 3: Predicting Competitive Behavior 

  • 5 most destructive weapons of an attacker 
  • 3 general ways new entrants will attack 
  • Understand and evaluate attacker’s threat level 
  • When to respond and when not to 

Module 4: Evaluating How Competition Will Affect Your Brand 

  • Consumer adoption model 
  • Perceptual mapping and its consequences 
  • Research findings about defense strategy 
  • 6 clusters to stop competition 
  • 4 strategic options of a defender 
  • Over 80 defensive weapons to protect and fight back with 
  • Defending against low price attacks 
  • How to determine defense budget 

Module 5: Putting It All Together 

  • How to avoid being attacked 
  • Some violations to avoid 
  • Performance audit 
  • Integrating exercise 

Generous amount of case examples from the following products and services will be shared as follows:

  • Airlines 
  • Appliances 
  • Beer 
  • Beverages 
  • Brandy 
  • Canned food 
  • Chicken 
  • Consumer health 
  • Dessert cream 
  • Fast food 
  • Ice cream 
  • Online 
  • Packaged Food 
  • Personal care 
  • Pharmaceutical 
  • Restaurants 
  • Retail 
  • Rubbing alcohol 
  • Soap 
  • Software 
  • Telecom 
  • Tires 
  • Toothpaste 
  • Vehicles 
  • Video 
  • Watch 
  • Water


  • A must-attend course for brand, A&P, new product, trade and key account managers who want to thrive when competition attacks
  • Finance managers since defense entails prompt financial choices and mitigating risk
  • A recommended course for those planning to attack the market leader to know what they might do to defend against you

Chairman and Chief Innovation Strategist
Josiah Go is chairman of 12 corporations and author of 17 best-selling marketing books. His specialization is in the area of market-driving strategy, business model innovation, profit strategy and innopreneurship where he has personally facilitated over 1,000 marketing, strategy and innovation workshops here and abroad since 1990. He took advanced marketing and innovation programs at MIT Sloan, Kellogg, London Business School, Wharton and at the Blue Ocean Strategy Institute.
For pioneering and successfully sharing many educational initiatives, “Joe” was honored as one of the Ten Outstanding Young Men (TOYM) of the Philippines in 2001, and one of the Ten Outstanding Young Persons (TOYP) of the World in 2002 in the field of business education, and was awarded by his peers the rare Lifetime Achievement Award in 2007 by the Association of Marketing Educators. He was also accorded the World Brand Leadership Award in 2009.