8 THE LAW OF THE CATEGORY
A leading brand should promote the category, not the brand.
According to the law of contraction a brand becomes stronger when you narrow its focus. What happens when you narrow the focus to such a degree that there is no longer any market for the brand?
This is potentially the best situation of all. What you have created is the opportunity to introduce a brand-new category.
- What was the market for an expensive vodka before Stolichnaya? Almost nothing.
- What was the market for expensive cars before Mercedes-Benz? Almost nothing.
- What was the market for cheap cars before Volkswagen? Almost nothing.
- What was the market for home pizza delivery before Domino’s Pizza? Almost nothing.
- What was the market for in-line skates ...
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