What to Do When You’re Not First in the Category http://bit.ly/17KMYac
Twenty years ago, Jack Trout and I wrote the book, “The 22 Immutable Laws of Marketing.” Law No.1: “It’s better to be first than it is to be better.”
Hertz in rent-a-cars. Kleenex in pocket tissue. McDonald’s in hamburger chains. Gatorade in sports drinks. Red Bull in energy drinks. The list is endless.
While it’s better to be first than it is to be better, there are many occasions where that’s not possible. You often must deal with an “also-ran” brand.
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