When working with brands, we are always looking for the brand differentiator. Whether it’s brand now, being reinvented (re-branded) or simply refreshed for a new year or a new campaign, we are looking at the angles and attributes to help find the audience and tell the story.
One of the first considerations we always review is Ries & Trout’s ‘The Law of Leadership.’ As they say “It’s better to be first then to be better.”
Many people believe that the basic issue in marketing is convincing prospects that you have a better product or service. Not true. However, The basic issue is creating a category you can be first in.
It’s better to be first than to be better.
As Ries & Trout’s and writes 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 got there first.
The leading brand in any category in almost always the first brands into the prospect’s mind.
The Law of Leadership applies to any product, any brand, any category. This applies to hard categories like cards and computers, just the same as soft categories like college and alcohol.
One reason the first brand tends to maintain its leadership is because the name often becomes generic. Think of Xerox, Kodak, Coke, Scotch tape, Band-Aid, Jello, Q-tips, Krazy Glue.