Every marketer has been there. You're up against a competitor with more money, more market share, more brand recognition and approximately a zillion times your advertising budget. Most brands respond by trying to beat them at their own game. Etsy did the opposite. Ahead of Amazon Prime Day, (which is actually three days, but who has time to count when they're making hay?) Etsy launched its campaign "Shop Other Jeffs." The premise is beautifully simple: instead of giving your