1923-1983: 20/25 brands held #1 position in their category the *entire* time
1983-Present: Only 4/25 kept the #1 position
Implication?
Brand has never been more valuable for upstarts. Never been less valuable for incumbents.
Thread 👇
Defining what your brand stands for and, these days, *who it stands with* is an easy way to cut through the noise and attract users who will spread the word.
When people find a young brand they identify with, they shout it from the rooftops. Think of everything from SoulCycle to Bitcoin. Their champions are relentless.
fwiw, this also helps a lot with recruiting.
Now back to the thread.)
Brand turnover keeps accelerating. It's easier for upstarts to poach niches in a market. Cool fades faster. Culture moves quicker. Easy to find yourself out of position.
Unique branding is great for pushing your way into a market, but it's a short term tactic not a long-term strategy.
You need something else - network effects, scale, better distribution - to win the marathon.