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Brands learn to bury the hatchet : The Indicator from Planet Money In advertising, there's always been an unspoken rule — never praise your competition. But one marketing professor's research shows that approach can actually be good for businesses and their brand.

The Indicator from Planet Money

BRAND new friends

By 

Sally Herships

, 

Stacey Vanek Smith

BRAND new friends

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A display of Oreo cookie variations is seen at The Museum of Failure in Los Angeles on December 7, 2017.
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Robyn Beck/AFP via Getty Images
A display of Oreo cookie variations is seen at The Museum of Failure in Los Angeles on December 7, 2017.
Robyn Beck/AFP via Getty Images

PlayStation congratulating Nintendo? What's next, Oreo playing tic-tac-toe with Kit Kat? Oh wait ... that already happened.

Traditionally, brands have rarely mentioned their competitors, and if they did it was likely to attack them.

Today on the show marketing professor Keisha Cutright explains how brands praising their competitors can help boost their sales.

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