Southwest Airlines summarizes this idea best when their former leader, Herb Kelleher, said, “ I will tell your our strategic plan, its called doing something.” As crazy as this sounds, most companies don’t do anything to establish category leadership.
Most brands, by default, choose the tried-and-true path and take their place in the rankings by simply doing what they have always done. In order to develop brand leadership, you have to own your category. There is no way around it; there can’t be anyone else that serve your specific customers better than you do.
Great brands always stand alone.
Leading the pack is not easy, and it’s not for everyone. Creating market dominance means constant attention to the customer by taking meaningful action. Great brands are in a constant conversation with their customers, associates, and partners. At each point in the chain they strive to add value and stand apart from their competitors.
As one of my mentors would always say, Onward!
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