Number 24 in our countdown of the 40 most common brand problems is sometimes found in the offices and conference rooms of market leaders…
Common Brand Problem Number 24: For market leader: Following challengers because it’s easier and produces more immediate results, rather than creating new ways to meet consumer needs
Analysis: This is a fairly common sailboat-racing tactic: if you are ahead, just match the competition to stay ahead—that way they can never catch up.
Key Point: This problem allows your competitor to define the game. You are distracted from doing what you do best – playing your own game. And other competitors playing by different rules may not be far behind.
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