It’s not as difficult as you might think. If you didn’t get into the prospect’s mind first, don’t give up hope. Summary: If you can’t be first in a category, set up a new category you can be first in. Marketing is a battle of perceptions, not products. ![]() If you’re introducing the first brand in a new category, you should always try to select a name that can work generically. One reason the first brand tends to maintain its leadership is that the name often becomes generic (e.g. ![]() People tend to stick with what they’ve got. Timing is an issue-your first could be too late. Not every first is going to become successful. The leading brand in any category is almost always the first brand into the prospect’s mind. ![]() In today’s competitive environment, a me-too product with a line extension name has little hope of becoming a big profitable brand. It’s much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first. Summary: It’s better to be first than it is better. The 22 Immutable Laws of Marketing Summary
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