It’s easy to see that most product categories are over-saturated in today’s market. So is it even possible to introduce new products?
Yes! If you can’t find a hole to fill, make one!
You do this by repositioning the leading brand out of it’s #1 spot. Or at least knocking it down enough to claim a respectable part of the market for yourself.
Example: Samsung’s Don’t be a Wall Hugger commercial repositions the iPhone from being something that makes you a trendy cutting edge phone connoisseur to something that makes you a wall hugger.
Notice that this is very different from ineffective comparative advertising. Which instead of repositioning the competition simply says “we think we’re better than them.”
Example: Verizon’s Colorful Balls commercial
“People like to watch the bubble burst.”
Want to know more? Positioning: The Battle for Your Mind is available on Amazon.
Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind. New York: McGraw-Hill, 1986. Print.