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History shows that the first brand into the brain, on the average, gets twice the long-term market share of the No. 2 brand and twice again as much as the No. 3 brand. And the relationships are not easily changed. The leader brand in category after category outsells the number two brand by a wide margin.
Jack Trout • Positioning: The Battle for Your Mind
Marketing is a game of mental warfare. It’s a battle of perceptions, not products or services.
Al Ries, Jack Trout • The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
List Your True Competitive Alternatives
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
The Best-Selling Title & Subtitle Formula: 5 Laws Of Scalability Which leads us to the big question:
Eddie Yoon • Snow Leopard
Big Fish, Small Pond: Positioning to win a subsegment of an existing market
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
In the short term the two Millers could coexist: the blue-collar beer (High Life) and the yuppie beer (Lite). But in the long term, line extension was bound to undermine one or the other brand.
Al Ries, Jack Trout • The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
The Real Competition Is Clutter
Neumeier Marty • ZAG: The #1 Strategy of High-Performance Brands
Most marketing people think the battle between the three brands is based on quality, styling, horsepower, and price. Not true. It’s what people think about a Honda, a Toyota, or a Nissan that determines which brand will win. Marketing is a battle of perceptions.