What makes a Company strong?
What makes a company strong is not the product or the service. It's the position they own in the mind.The strength of Hertz is in its leadership position, not the quality of it's rent-a-car service. It's easier to stay on top than to get there.
Can you name a company that has overturned a leader? Crest did it in toothpaste, thanks to the American Dental Association's seal of approval. Budweiser did it in beer and Marlboro did it in cigarettes. But it rarely happens.
A survey of 25 leading brands from the year 1923 proves this point. Today, 20 of those brands are still in first place.Four are in second place and one is in fifth place.
Even changes in rank don't happen very often. If marketing were a horse race, it would be deadly dull affair. In the 43 years since World War II, there has been only one change in position in the top three U.S. automobile companies.
From Bottom up Marketing, Al Ries & Jack Trout 1990
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