You never, ever mention your competitors in your marketing and advertising. Unless maybe you attack them. That’s Marketing 101, right?

Well, the conventional wisdom appears to be wrong.

Recent research from Professor Keisha Cutright at Duke’s Fuqua School of Business suggests just the opposite. That brands praising their competitors may actually help boost their own sales.

Listen to this fascinating The Indicator podcast from NPR’s Planet Money economics team: “BRAND new friends” and learn how sending some love out to your competitor might just boost your bottom line.