5 THE LAW OF SINGULARITY
At all costs you should avoid being second in your category.
There’s one big difference between branding on the Internet and branding in the real world.
In the real world, there is always room for a number two brand.
- Duracell and Energizer
- Kodak and Fuji
- Hertz and Avis
- Nike and Reebok
- Goodyear and Michelin
There’s a reason why number two brands can lead a healthy life on the outernet. They serve a need, not just for the consumer, but also for the trade.
Would a supermarket just stock Coca-Cola and not a second brand? No. The second brand gives the supermarket some leverage against the leader. “If Coca-Cola won’t participate in our weekly promotion, we’ll ask Pepsi-Cola.”
The unspoken implication of every request made ...
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