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Positioning A Follower

Source: Jack Trout, brandingstrategyinsider.com

Second-place companies often are late because they have chosen to spend valuable time improving their product before launching it. As my former partner Al Ries and I wrote in Positioning: The Battle for your Mind, it is better to be first and establish leadership.

If a product is not going to be first, it then must find an unoccupied position in which it can be first. At a time when larger cars were popular, Volkswagen introduced the Beetle with the slogan “Think small.” Volkswagen was not the first small car, but they were the first to claim that position in the mind of the consumer.

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Posted by Craig on June 14th, 2008 | Leave a Comment »
Posted under: Strategy