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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 ...
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