Claiming First Place

Jack Trout says that if your organization is #1, you’d better let people know.

An excerpt:

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. (Ironically, Colgate has regained the lead with its germ-killing Total toothpaste.) Duracell did it with batteries, thanks to "alkaline." Budweiser did it in beer, and Marlboro did it in cigarettes. But it is a rare occurrence.

A survey of 25 leading brands from the year 1923 proves this point: Today, 21 of those brands are still in first place; three 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 a deadly dull affair. In the 56 years since World War II, there has been only one change in position of the top three U.S. automobile companies.