We try harder...being #2
My company sits in the shadow of the market leader in the USA. We've been successful in beating other companies to where I think we are a strong second. But what does that mean to my marketing? How should we position ourselves?
Laura Ries answers the question "What should you do if you are #2?" in her blog. She makes it seem so obvious..."So, what when wrong at Burger King? They didn’t do what a #2 brand should do. A #2 brand should never try to emulate the leader...A strong #2 brand needs to position themselves as the opposite of the leader."
Reminds me of the comparison between Hershey and Mars chocolate companies, in the book "The Emperors of Chocolate". Everything seems to be opposite between these two companies. (See my post on the book.)
1 Comments:
At August 18, 2004 12:05 PM, Anonymous said…
Corvine Design here.
I would have to say that filling the void is a great idea. Find out where your competition is failing, Usually with size and work load some types of jobs get lost, find out what they are and attack those areas. This will bring in more customers and possibly get your name out there as the company that can adapt. I have always gone to the smaller guy if they were able to give me the extra effort or help.
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