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Be first in the mind from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
The concept of being first in the mind is crucial in branding. This law states that it is better to be first than to be better. This is because once a brand establishes itself as the first in a consumer's mind, it is difficult for other brands to displace it. Being first creates a psychological advantage that is hard to overcome. When a brand is first in the mind, it becomes synonymous with the category itself. For example, when you think of smartphones, the first brand that comes to mind is likely Apple or Samsung. This association is powerful and can lead to a dominant position in the market. Being first in the mind also allows a brand to set the standards for the category. Consumers look to the first brand as the benchmark for all others to follow. This gives the first brand a significant competitive advantage over its rivals. In order to be first in the mind, a brand must focus on creating a unique position in the market. This means finding a niche that sets it apart from the competition. By establishing a strong brand identity and positioning, a brand can solidify its place in the consumer's mind. It is important for brands to consistently reinforce their position in the consumer's mind. This can be done through consistent messaging, branding, and marketing efforts. By constantly reminding consumers of their presence, a brand can maintain its position as the first choice in the category.- Being first in the mind is a powerful concept that can lead to long-term success for a brand. By focusing on establishing a unique position, setting the standards for the category, and reinforcing their position in the consumer's mind, brands can solidify their place as the leader in the market.
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