The best way to be remembered is to be first into your prospect’s mind representing a clear perception.
Do you remember your first kiss? I’m guessing yes. Do you remember your fourth kiss? Hmmm….
About 40 years ago, marketing strategists Al Ries and Jack Trout offered the world a way to think about making a brand memorable. And they nailed it. The best way to be remembered is to be first into your prospect’s mind representing a clear perception.
Think about all the brands that have become synonymous with their function: Scotch tape, Kleenex, Xerox. It’s no accident they were also the first. Did you play with a Slinky as a kid? Slinky is a brand name but what else would you call a stretchy spring toy?
People love to know what is new. That’s why the “news” is such a big business. We can’t help ourselves. Marketers know it too. No wonder there’s a “new” Tide seemingly every other year. Is the product really that new? Maybe, maybe not. But it gets our attention. And if it really is new, it gets more than our attention. It gets remembered. Who flew the first plane in controlled flight? Orville and Wilbur. Who flew the second one? Don’t worry, I don’t know either.
Of course it’s easier to just copy a business idea, political position, or organizational mission from someone else. But if someone else already has gotten into your prospect’s mind with the same perception you had hoped to create, you’ll find it is hard to push them out. A better plan is to pick a different perception, one that you can be the first to put into your prospect’s mind.
Netflix would have never made it if Reed Hasting’s idea had been to open a bunch of stores to compete with Blockbuster. At the time Netflix launched, the perception of Blockbuster was firmly established in the minds of most prospects as the “go-to” place to rent movies. Netflix sidestepped that problem by creating a perception of itself as the “go-to” place to rent movies online. That was new.
Building Bridges Between Ideas And Results.