If you’re a company entering a new market, and you’re up against a long established market leader, how do you market your challenger product?

Do you a) copy the successful strategies of the leader – but with fewer resources and no reputation?

Or b) come up with something so radically different that punters can suddenly see a reason for buying your product, rather than the one they’ve always bought in the past?

Put like that, of course, the answer is obvious. But you’d be amazed how often companies opt for Option a). Only to be sorely disappointed by the results.

You can’t blame them. If it worked for the market leader, the thinking goes, then it’s good enough for us. After all, no-one ever got fired for copying someone else’s successful marketing strategy.

But – and let us stress this one more time – it never, ever works.


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