The Law of Category

(Part of an ongoing review of the relevancy of the "22 Immutable Laws of Marketing").

#2. The Law of the Category

"If you can't be first in a category, set up a new category you can be first in."

Without getting too simplistic, it's my opinion that this law still holds true for the simple reason that brand-orientation at the very core is inherently subjective, while categorization -- and in this case, categorical firsts -- are very much objective. Qualities may be debated, and the inherent nature of a person, or object, or service can be questioned. But inherent "firsts" cannot.

For the purpose of writing this blog article I'd love to come up with a new and novel example (and I tried), but the example given by Al Ries and Jack Trout still works so well:

• Can you name the third person to cross the Atlantic Ocean in solo flight?
  
• Can you name the first woman to cross the Atlantic Ocean in solo flight?

Yes, Amelia Earheart (same thing, by the way).


Forget brand attributes. Think brand categories.


Am I wrong?

If you ask me, the goggles are the perfect piece to set off this all-white ensemble.
Just don't wear it after Labor Day.