Re-center the Market

Almost every market has a product that defines it. A product that anchors the category and epitomizes what it means to be in that category. Typically this is the product that competitors position themselves against because it is the market leader. The thought being, if I can make the argument that my product is somehow better, I can steal some market share.  

The reality is this is the very product you should avoid, precisely because this product is at the market's center and literally defines it. To successfully compete in this market – or one like it – you need to move away from the existing center by creating a brand position that is differentiating and relevant, and then move the market to you. 

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Comments

[Eben Amoako]

This differentiation could really work or have impact on the market when there is significant reasons to believe (RTB) by the brand. Thus in-use benefits.

[Pushyamitra]

Yes your point is very true. The very first thing in branding is that it must be different from other brands in the same product category. Why some brands gain the position in the market because of its uniqueness and different offering from the other brands. So to challenge the market leader and to gain the market share you must differentiate your offering from the leader brand.

[jun salipsip]

Thank you for your ideas. May I have some examples that demonstrate what you are saying?

[Pushyamitra]

If I talk about Indian two wheeler market, "Hero Honda" was the strong leader in the market in motor-bike segment. Special features of the Hero Honda are its engine technology, resale value and low maintenance. When Bajaj entered into the market it challenges the Hero Honda by hitting at its weakness i.e. mileage. Mileage is the very first feature every Indian is looking for apart from the quality of the product. So offering of the Bajaj was very relevant, different and for what every customer looking for and gain the market share very rapidly.

[Frank C.]

Thank you for keeping this information posted.

[Dennis - Brand Engineers]

Thank you for your comments - the goal of our blog is to foster discussion around brand marketing in general and specifically positioning.