For brands considering the tactic of explicit comparative advertising, I believe emulating the three reasons above will make their campaigns much more effective.

FORBES: 3 Reasons Samsung's Latest Advertising Poking Apple Is So Smart

It highlights differences people care about: Too often comparative advertising becomes a battle between two different brands so focused on the minute differences between them that they forget about why the differences matter to customers.

FORBES: 3 Reasons Samsung's Latest Advertising Poking Apple Is So Smart