6Positioning of a leader
Companies like Avis and Seven-Up found viable alternative positions to marketing leaders.
But most companies don’t want to be an also-ran, successful or not. They want to be a leader like Hertz or Coke.
So how do you get to be the leader? Actually it’s quite simple. Remember Charles Lindbergh and Neil Armstrong?
You just get there firstest with the mostest.
Establishing leadership
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. Hertz outsells Avis, General Motors outsells ...
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