This is the one most often violated. When a company is successful with one product (e.g., A1 Steak Sauce), they often try to put that name on everything else (A1 Poultry Sauce). It almost always dilutes the original brand's power.
The most powerful concept in marketing is owning a single word in the prospect’s mind. Volvo owns "Safety." FedEx owns "Overnight." If you try to own everything, you end up owning nothing. Immutable Laws of Marketing: Violate Them at Yo...
It’s better to be first than it is to be better. People remember Neil Armstrong; few remember the second person on the moon. In marketing, being the first brand in a new category is the ultimate shortcut to the consumer's mind. This is the one most often violated
Being first in the marketplace is important, but being first in the mind is everything. If you aren't first in a category, you need to find a way to be first in a specific niche or "ladder" rung within the prospect's head. The most powerful concept in marketing is owning