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1.4.9. Open marketing

This is marketing done entirely in the open, no secret discussions on brand tactics behind the Wizard's curtain. You talk about your strengths, weaknesses, brand position, and so forth as an ongoing open discussion.
Central to this are social media tools. Some are used for discussions, some are for information dispersal, but any vector is a potential for learning and spreading the word. Fundamental rule - do not bash competitors

In fact, ignore them when talking about your project. Why waste the attention you've got on your project to point attention at something else?