Law and Leadership

Take, for example, TV Guide. In the early fifties strong at that time the company Curtis Publishing Company was trying to promote a new magazine with a television program, which would compete with the already-fledged TV Guide.
And while TV Guide has started very poorly, and despite the obvious strength Curtis Publishing Company, magazine Curtis has not won popularity. TV Guide has already taken staked out territory. The law of leadership apply to both "hard" categories, such as cars and computers, and to "soft", such as universities or beer. Jeep was the first all-wheel drive SUV. Acura was the first Japanese car executive class.
IBM has released the first mainframe computer. Sun Microsystems was the first to create workstations. Therefore, Jeep, Acura, IBM and Sun are leading brands. The first estate was presented by Crysler. Today Crysler takes 10 percent of car market and 50 percent of the market minivans. So what is the essence of marketing in the car? In fact, to make cars better than other companies or to first win the market? The first desktop laser printer was introduced computer company Hewlett-Packard.
Today the company occupies 5 percent of PC market and 45 percent of the market in laser printers. Gilette introduced the first safety razor. Tide was the first detergent. Hayes was the first computer modem. They are all leaders. One of the reasons most often the first brand of leadership is the fact that his name became a household word. Xerox, the first device to be copied on plain paper, gave the name of all copiers on plain paper. People standing in front of the camera company Ricon, Sharp or Kodak asks "How do I otkserit this document?".
They asked Kleenex, though box is clearly written, Scott. They will offer you cook, even if they do not have anything other than Pepsi. Imagine a person who asked the store cellophane adhesive tape instead of scotch. There will be a few. Most people use the name brands, if they have become common nouns: Brand-Aid, Fiberglas, Formica, Core-Tex, Jello, Krazy Glue, Q-tips, Saran Wrap, Velcro, - in fact, much more. Some people are ready for great linguistic feats to make the brand-neym naritsatelimym: "Please, FedEx-Nita this package on the Coast" (in the sense of send it by courier service Federal Express).
So if you imagine the first brand in a new category, try to choose a name that could become a household word. (Lawyers will advise you otherwise, but they know the laws of marketing?) Not only the first brand usually becomes a leader, but sales of products following the brands it is usually correlated with the time of their entry.
The best example - ibuprofen. Advil was the first drug ibuprofen, Nuprin second, Medipren - third. They sell in the market comply with the order of their appearance: Advil is 51 per cent of the market ibuprofen, Nuprin -10 percent, Medipren -1 percent of the market. A fourth brand of ibuprofen, appeared on the market, was Mortin IB. Although the name of the prescription drugs - ibuprofen, Mortin IB's market share is only 15 per cent. (And this despite the fact that Advill introduces as "a drug that has the same effect as Mortin"). And pay attention to the substitution of nominal title. The consumer uses it as a common name Advil and very rarely uses the word "ibuprofen". Even the doctor tells the patient: "Take two edvila and call me in the morning." Also remember the Tylenol, the first brand acetaminophen.
Tylenol has left so far behind the brand's number two, that no one knows how he is. Because the secret of success is to be the first to penetrate the minds of potential customers, what kind of strategy pursued by the company? They adhere to the strategy best product. The last and most fashionable subject in the field of business management - a competitive analysis. The advertised as "the main competitive strategy, competitive analysis - a process of comparison and evaluation of your products with the best products the industry.
This is an essential element of the process, often called "total quality management". Unfortunately, competitive analysis is useless. Despite the obvious facts, people perceive the first product as the best. Marketing - a battle of perceptions, not products. So, how is the first brand of aspirin? The first brand of ibuprofen? (Hint: replace the word "leading" to the word "first" and you'll find the answer to these questions). Charles Schwab (Charles Schwab) calls itself "the largest broker with low commission in America." Are you surprised that Charles Lindbergh in the brokerage, with a lower commission - is Charles Schwab? Neil Armstrong (Neil Armstrong) was the first man to set foot on the moon. Who was second? Roger Bannister (Roger Bannister) was the first who ran the mile in four minutes.
Who repeated his achievement? George Washington (George Washington) was the first president of the United States. It was called the second president of the United States? Thomas was the first brand of British dishes. Can you name another name? Gatorade was the first sports drink. And what was the second? If you entered the consciousness of the potential client a second, you are doomed to wallow along with Baz Eldrinom (Buzz Aldrin), John Landy (John Landy), John Edemsom (John Adams), an unknown British dishes and little-known sports drink? Necessarily. Fortunately, there are other laws.