It is better to be first than it is to be better
BY AL & LAURA RIES
Marketing is not a battle of products. Marketing is a
battle of
perceptions.
And to win the battle of perceptions you have to
become the leader in a
category.
Prospects assume the leader must be better
because "everybody knows the
better
product or service will win in the marketplace."
How do you become the leader? You launch a new
category you can be first
in.
It doesn't have to be a big technological advance.
Sometimes the simple
ideas
are the easiest to get into the mind.
But how did the leader achieve its leadership? Not by
introducing a
better product
or service. Invariably the leader in the category got to
be the leader
by being the
first brand in the category.
Some examples:
· Band-Aid, the first adhesive bandage.
· Charles Schwab, the first discount stock
brokerage firm.
· CNN, the first cable news network.
· Coca-Cola, the first cola.
· Dell, the first personal computer sold
direct.
· Domino's, the first home delivery pizza
chain.
· ESPN, the first cable sports network.
· Gatorade, the first sports drink
· Heineken, the first imported beer.
· Hertz, the first car-rental company.
· Hoover, the first upright vacuum
cleaner.
And where do you win the battle of the marketing
battle? You win the
battle
inside the mind of the prospect.
To find out more about Al and Laura Ries, click here.
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