Your competitors are buying your brand!

Very soon your competitors can bid for your company's name on Google (and you can bid for theirs).

Your efforts to ensure that when a customer wants a product, they type your name into the search engine, might be usurped by a paid ad.

Really aggressive companies can have the advert link through to a page on their website delivering message solely about why they should be picked rather than you.

Are you going to play defense or offense?