Looking at Campbell and Progresso, it reminded me of the importance of protecting the brand in the long run.

I THINK I got the history right. Campbell started by stating Progresso soups have MSG, which goes against Progresso’s brand promise of making soup with TLC. Progresso fought back with how many Campbell soups had MSG, which is a lot simply because Campbell has a lot of soup varieties. Campbell then defended and state how many of their soups do not contain MSG. This campaign continues to escalate, and is now full blown with TV advertising.

Now the two brands look like they are in the petty fight, while leaving consumers confused about what is really best of them. For every move that you made directed against your competitor, you need to anticipate their response, and make sure that it’s something you can defend against…