I think this is why on-line marketing has become so 'character and personality' oriented. Different people respond to different people - different marketers emphasise different aspects of the offer, and that fits the buying needs of different customers.

But a single 'supplier brand' can't offer the same thing at different price points, with different warranties, or majoring on different features simultaneously etc. So we're all FORCED to leave money on the table for our 'competitors'. And what first appears as competition turns into collaboration...

My answer would be: If you have distinctive brand, with a distinctive proposition and positioning - even if it's for the same product niche - you should be able to co-operate with your 'competitors'. I think the key is to show each other mutual respect and grow the niche together - respecting each other's positioning in the market.

Warm regards,
Philip Greenwood