Ep.362 Your Biggest Competitor Is Indifference

Most brands think they’re competing with other companies. They’re not. Their real competitor is nothing. Most of the time, customers aren’t choosing between you and someone else. They simply aren’t thinking about you at all. That’s not a positioning problem. That’s a salience problem. You don’t need to be loved. You just need to be remembered at the right moment. Strong brands don’t try to own everything. They own a trigger. KitKat owns “taking a break.” Guinness owns ...