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Law of the Category suggests if you can’t be first create a new category to be first in from "summary" of The 22 Immutable Laws of Marketing by Al Ries,Jack Trout
Every category has a leader, a brand that consumers immediately think of when they think of that category. Being first in a category provides a significant advantage; consumers develop a connection with the first brand they encounter. If you're not the first, the challenge becomes finding a way to stand out. The solution is to create a new category. This allows a brand to establish itself as the leader in that fresh space. For instance, if a company cannot compete with established cola brands, it may opt to introduce a new beverage category, such as energy drinks or health-focused sodas. By doing so, it not only differentiates itself but also captures the attention of consumers looking for something new. Creating a new category requires innovation and a clear understanding of market gaps. It demands a unique value proposition that resonates with potential buyers. The goal is to identify a specific need that is unfulfilled in the existing market landscape. By positioning the brand as the only option in this new category, it can attract a dedicated customer base. The success of this strategy is evident in various industries. For example, when smartphones emerged, they carved out a new category distinct from traditional cell phones. The brands that entered early established themselves as leaders, shaping consumer expectations and loyalty.- When competition is fierce and being first is not an option, the answer lies in the creation of a new category. This opens doors to unique marketing opportunities and positions a brand at the forefront of consumer minds, ensuring it holds the coveted title of “first” in a newly defined space.
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