The Law of Firsts – or the Law of Leadership – is one we all know.
Let’s see if you can name the first brands that come to mind for you, and for consumers in North America, or elsewhere in the world:
– Laundry brand in North America?
o Tide
– Luxury brand of women’s clothing?
o Chanel
– Most popular soft drink in the world?
o Coca-Cola
– Most coveted sports car in the world?
o Ferrari
– Leading brand of ibuprofen?
o Advil
You may have heard that to be first, you just need to create a category where you are first. This is partly true. It’s easier to get into the minds of consumers when the brand is first in its category, instead of wasting a lot of energy explaining why your brand is better than aspirin or safer than Volvo.
I’ve watched Canada Goose coats take off! In Canada, what a wonderful example of the first in its category. It’s really scored a coup in managing to be exported all over the world. Do an online search for “winter coat.” Chances are, Canada Goose will pop up in images and clickable links. I’ve witnessed this obscure brand reach the point of owning the category for warmest coat. This didn’t happen overnight, and public relations played a major role, presenting new products and styles to the media and donating coats to celebrities. It’s a textbook case, but a really good one. When a European settles in Montreal or North America, it’s a safe bet that they’ll buy themselves a Canada Goose. By the way, French friends, this is how we pick you out in Montreal or Toronto!
How do you get to be first in your category? Even if you don’t, there are, fortunately, other laws that can help you, including the law of words, the law of perception, and trends.
In addition, the Internet is a game-changer, allowing several brands to go online quickly, with few resources, and find their consumers easily.
Interested in taking your thought process further? Do you want to talk? Sign up now for a free consultation.
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