Cats and dogs, the Red Sox and the Yankees, Batman and the Joker— everyone loves a good rivalry, especially in America. Competition is a mainstay in the corporate world, and long-lasting competitive relationships have given rise to some of the fiercest rivalries on Wall Street.
Most big name firms are battling some other business that is doing something similar, and part of that battle is openly criticizing their competitor before the public eye. Corporate rivalries are sometimes part of a marketing gimmick designed to keep a firm's name in the public eye, but others are the result of long-standing tension between CEOs or differing corporate cultures.
From Coke versus Pepsi to Apple versus Microsoft, here's a look at some of Wall Street's most famous rivalries.
Microsoft And Apple
Perhaps the most famous tech rivalry belongs to Microsoft Corporation MSFT and Apple Inc. AAPL.
The two firms have been battling it out for the title of Better Brand Maker for more than three decades, accumulating thousands of loyal followers eager to stand up for their favorite products. Apple has long praised the benefits of design and simplicity, while Microsoft has painted Apple followers as hipsters who are overpaying to be part of a "cool" crowd.
Whether you are loyal to the fruit or the PC, the rivalry has captured the attention of the public and created a buzz around both companies' latest products. Years of contention have been a driving force behind the marketing for the two companies, but this holiday season it seems they are making peace in order to grab the attention of the masses.
As part of Microsoft's holiday commercial, New York City-based Microsoft employees marched up Fifth Avenue alongside a choir singing "Let There Be Peace on Earth" to Apple's NYC location, where the employees from both firms openly embraced. It remains to be seen whether the truce between the two will last longer than this season's Christmas trees, but for now it appears that the two will ring in the New Year side by side.
Coca-Cola And Pepsi
The Coca-Cola Co KO and PepsiCo, Inc. PEP have been at odds since 1975, when Pepsi first unveiled the "Pepsi Challenge."
Pepsi invited consumers to take part in blind taste tests in which they identified whether they preferred the taste of Pepsi or Coke. The battle has escalated over the years, with each firm taking a stab at the other in TV commercials, social media campaigns and through sponsorship deals.
Coca-Cola's FIFA World Cup sponsorship has been under threat from Pepsi for years, with the rival firm taking over some of the hype Coke enjoys by launching its own marketing campaigns alongside the tournament. The rivalry even made its way to space; both firms sent special cans designed for zero gravity into orbit on the Space Shuttle Challenger in 1985.
The two have also shared some tender moments as well. In 2009, the two firms agreed to follow one another on Twitter at the request of creative agency Amnesia Razorfish.
Ford And General Motors
American automakers Ford Motor Company F and General Motors Company GM have been on opposing sides of the industry for more than 100 years. While the two put their long-standing feud on pause during the Financial Crisis when the auto industry was approaching rock bottom, they have since picked up where they left off trying to gain marketshare from each other.
Ford famously took stabs at GM's government bailout in its advertisements once the automaker got back on its feet following bankruptcy. Ford CEO Mike Farley was also quoted as saying "F— GM. I hate them and their company and what they stand for."
GM Chief Executive Dan Aversion also spoke out about Ford's Lincoln brand in 2011 saying, "They are trying like hell to resurrect Lincoln. Well, I might as well tell you, you might as well sprinkle holy water. It's over."
More recently, GM released a series of web commercials depicting Ford's latest pickup trucks as being weaker than GM's offerings because they are made from aluminum rather than steel.
Nike Inc. And Reebok
Athletic apparel makers Nike Inc NKE and Reebok have been battling for the title of Best Shoe Maker for decades.
Both company's original products were vastly different, with Nike selling imported running shoes and Reebok marketing white leather women's running shoes designed for joggers. However, the two eventually began to battle for marketshare with celebrity campaigns designed to make athletic apparel more appealing as a fashion statement.
Nike signed basketball superstar Michael Jordan, to which Reebok responded by using Shaquille O'Neal as a spokesman. The two firms continued to fuel their rivalry by supporting competing athletes, with Nike even contributing $25,000 to figure skater Tonya Harding's defense fund when she was accused of attacking her Reebok sponsored competitor, Nancy Kerrigan.
McDonald's And Burger King
Fast food chains McDonald's Corporation MCD and Restaurant Brands International Inc QSR's Burger King have become natural enemies, as both restaurants promise similar experiences to their customers.
The two have been at each other's throats for years, with competing advertising campaigns and similar product offerings. In 2014, Burger King revived its "Burger Wars" campaign by introducing its own versions of McDonald's Big Mac and McRib sandwiches.
More recently, Burger King called on McDonald's for a truce, asking the golden arches to collaborate on a McWhopper, which would include elements from both the Big Mac and the Whopper. Burger King opted to pitch this idea to McDonald's via an open letter, saying that the McWhopper would be a good way to call attention to Peace One Day, an organization working to recognize September 21 as an International Day Of Peace. However, McDonald's responded by saying that their rivalry is "certainly not the unequaled circumstances of the real pain and suffering of war" and slammed the King for what McDonald's believed was a publicity stunt.
Budweiser And Miller
The world's largest beer maker Anheuser Busch Inbev SA (ADR) BUD and its largest competitor, SABMiller plc (ADR) SBMRY, have been locked in a booze rivalry for years. Both firms have launched comprehensive marketing campaigns taking aim at the quality and taste of each other's products, with the bitter back-and-forth even prompting the two to battle it out in court.
However, that rivalry could soon become a major beer superpower as SABMiller recently accepted Anheuser Busch's $105 billion takeover offer. While the deal still faces a barrage of regulatory concerns, its completion would put an end to the longstanding feud between Miller and Bud, instead uniting the two to create the world's largest beer maker.
Anheuser Busch has said that the deal will provide the firm with exposure around the world and will give consumers more choice. However, some say that the merger could be dangerous for the industry, as it creates a force with which will be difficult to compete.
Netflix And Blockbuster
Video rental chain Blockbuster appeared to have the market cornered just 10 years ago, but when video-rental-by-mail service Netflix, Inc NFLX appeared on the scene, the two squared off for battle.
When Netflix's service began to threaten Blockbuster's customer base, the company launched Blockbuster Online, to little success. In 2005, Blockbuster tried to undercut Netflix's prices, to which Netflix CEO Reed Hastings responded by saying the company was throwing everything but the kitchen sink at the startup.
In a show of defiance, Blockbuster's then CEO John Antioco mailed Hastings an actual kitchen sink the following day. However, despite Antioco's best efforts, Netflix upended the traditional video-rental business and Blockbuster eventually filed for bankruptcy protection and was acquired by DISH Network Corp DISH.
Image Credit: Public Domain© 2024 Benzinga.com. Benzinga does not provide investment advice. All rights reserved.
Comments
Trade confidently with insights and alerts from analyst ratings, free reports and breaking news that affects the stocks you care about.
