Yes compete aggressively. But don't damage your brand

Your brand is one of the most valuable assets of your business – it’s what sets you apart from your competitors. And your brand isn’t just a word or a logo, it’s all the aspects of your business that your customers hold valuable and why they keep coming back. Aggressive competition and marketing strategies doesn’t mean you need to tarnish your brand, just be cleverer in how your use them.

Never risk your brand for a marketing campaign.
Before launching any new campaign or marketing strategy, always consider what could go wrong and if in any way this could hurt your company reputation and reduce the “value” of your brand.

Unethical marketing practices will cost significant amounts of money and result in a severely damaged reputation.