Guy Kawasaki has posted yet another gem, on The Art of Branding. Every one of his points is spot on, but my favorite is the first, Seize the high ground.
Think about it: when is the last time you bought a product to hurt a company’s competition? That’s not why you spend your dollars. If you want to beat your competition, establish an uplifting brand, but don’t try to establish a brand based on your silly desire to beat your competition.