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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 co...
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