Since we know that the same automobile markets with the same prices and characteristics exist all over the world, we might expect the same market leader to emerge every time.īut that isn’t the case. In any competitive market, a certain level of quality will be achieved, and knowing what makes each product truly superior or inferior after that level has been achieved becomes very difficult. It’ll be hard to undo what you already did, if not impossible. Once you make that first impression, there’s no going back. One example is the early personal computer days when Apple’s competitors had difficult names such as “Commodore Pet, IMSAI 8080, MITS Altair 8800, and Radio Shack TRS-80”. It’s possible for a company to be first in an industry but not first in consumers’ minds. If you’re not the first local beer, then try to become the first light local beer. If you’re not the first beer, then try to become the first local beer. Since it’s unlikely that you’re the pioneer of any major industry, the best move to do would be to find out where you can be a pioneer. The idea here is to create a new category for yourself.
People will ask for Kleenex regardless of what brand the box of tissue paper is.
One reason this happens is that the name becomes generic. (Harvard, Miller Beer, IBM, Tide, Gillette). There are many examples in history of brands who were able to maintain their market position because they were there first. Everyone remembers the first man on the moon, no one remembers the second. Find a niche, get there first, otherwise, you will face an uphill battle. To get someone to unlearn something is harder than to get them to learn something new. The 22 Immutable Laws of Branding is an essential business book that outlines the constants when it comes to establishing your company’s position.
0 kommentar(er)
