Bashing the acquirer

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Mike Zuckerman's post on the “Beyond Madison Avenue” blog notes that, despite AT&T agreeing to buy T-Mobile for $39 billion last month, T-Mobile continues to bash AT&T in its television advertising. “They'll tell you,” Zuckerman writes, “without mincing words, that AT&T is super slow, a technological dinosaur, and exorbitantly expensive, which is all fine and dandy (not to mention fair game), because what's better for business (and more fun) than publicly burying your inferior competitor? Not much, and that's why competitive claims are so ubiquitous in advertising. In this case, though, the burying feels just plain weird, and with darn good reason.”
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