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B2B by Wilson Chew, Jacky Tai

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CHAPTER 10

Rule No. 3 – Create A New Category

 

 

 

 

 

 

IN the war of brands, fortune favours the first. We have shown that the easiest way for a brand to become No. 1 is by getting into the market first because being first allows that brand to establish itself in the minds of customers before anyone else does. Being first in the market is a licence to own whatever idea that you want the brand to stand for in the minds of customers so that is something that brand builders should aim for.

What if somebody else got into the market first? What do you do? You have three options. One, you can roll over and give up the ghost. That is quite easy to do but not a whole lot of fun. Two, you can just copy what the leading brands are doing but we ...

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