We know how it feels right after a big & aggressive campaign you've spent a substantial part of your annual budget on, cheated. Your inquiries drop and the brand looses steam because something new takes up the coveted ad space you spent millions on. The eyeballs are now being sought by a completely different attention seeking claim, by a completely different company. Worse it is your competitor who has deeper pockets who's riding the success of your hard work of customer education and positioning.