Be first!

IF YOU WANT TO OWN A PARTICULAR SLICE OF THE MARKET, YOU MUST BE THE FIRST TO GET THERE.

Being first in any category is going to give you the edge - being the leader comes from being first. It's much easier to get into the mind of consumers first than try to convince people you have a better product or service than the one that did get there first. 

Improvements are always made to product/service inventions and innovations, but the first one has a head start. Once you are the leader, a position mostly gained by being first, it is pretty hard for competitors to dislodge you, as long as you keep your products up to date and of comparable quality.

Further, the first into the market has the opportunity to have its brand name adopted as the generic category name (think Kleenex, Jet Ski, Bubble Wrap, Q Tips, etc.) The most powerful concept in marketing is owning a word in the prospect's mind. 

That is why, long ago, we named our black and white portrait style Relationship Portraits.

We knew it needed a name...and this was during a time when nobody named their photography to brand it.

Once you are first and get the consumers to buy your brand, often, they won't bother to switch. People tend to stick with what they've got.

It's better to be the first than it is to be better.

If you can't be first in a category, change the nature of the category or set up a new category you can be first in. Yes, it is that important!

Marketing is not a battle of products, it's a battle of perceptions. 

Here are three examples of brands that were FIRST:

.Coca-Cola, the world’s most valuable brand, was the first cola.

.McDonald’s, the world’s largest fast-food company, was the first hamburger chain.

.Nescafe, the world’s largest-selling coffee, was the first instant coffee.

"No other brand strategy is as effective as this fundamental law of brand creation. Be first."               ~Al Ries