“Truth in advertising”

This morning, as I was going through my Inbox, I came across an interesting email that indicated that one of our competitors had ‘rebranded’ one of our client ‘success stories’ (see NexTec's original case study) to make it look like it was the competitors’ successful engagement (see competitor's rebranded version). I was a little taken aback by the audacity of this ‘rebranding’. The real question is, what would inspire someone to ‘push the envelope’ on something so far as to risk undermining their credibility with prospects (especially if the prospect found out that this was not their engagement)? Is this just poetic license or does this push out of the grey area of marketing?

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