I’ve said this many times in previous jobs and was reminded of it again recently:

Attack marketing is the death knell of a business.  If you have a superior product or service, then by all means highlight why that’s the case. But spending most of your time comparing yourself to others is just juvenile and makes you look bad

I genuinely feel sorry for those that must resort to such direct attacks. It’s a desperate measure, and it often means the business is struggling for survival.  I’d never wish failure on anyone (personal or business), but by the time things get ugly, it’s often a foregone conclusion.

Put another way:

Don’t spend your effort trying to explain why you feel you’re better than your competitors.  Spend it on being better instead.