You can

1
You cant stand for everything.
2
If youre not the leader,then you need to be the
opposite of the brand that got into the mind
first.
The law of opposites.
3
Case histories.

• Monster vs. Red Bull.
• BMW vs. Mercedes-Benz.
• Claussen vs. Vlasic.
• Pork vs. beef.
• Snickers vs. candy bars.
• Linux vs. Windows.
• Pepsi-Cola vs. Coca-Cola.

4
The platinum generation.
5
TheKnot.com survey of brides.

• 38 percent prefer platinum.
• 37 percent prefer white gold.
• 24 percent prefer gold.

6
A new position.
Headquarters forcolored gemstones.
7
Case histories.

• Scope vs. Listerine.
• Lowes vs. Home Depot.
• Target vs. Wal-Mart.

8
In the long run,the place to avoid is the mushy
middle.
The law of the middle.
9
Trapped in the mushy middle.
10
Trapped in the mushy middle.
11
Trapped in the mushy middle.
12
Trapped in the mushy middle.
13
Whats went wrong?
14
Marlboro Medium?
15
The best of both worlds.
16
The way to handlea diverging categoryis to
launchadditional brands.
The law of second brands.
17
Case histories.

• Toyota/Lexus.
• Levis/Dockers.
• Black Decker/DeWalt.
• Gillette/Mach 3.
• Sony/PlayStation.
• Motorola/RAZR.