When you take the long view in → marketing , you find the battle usually winds up as a titanic struggle between two major players – usually the old reliable brand and the upstart.

→ Sustainable Competitive Advantage

Knowing that  marketing is a two-horse race in the long run can help you plan strategy in the short run.

Early on, in a developing market, sales are increasing, and there are many → competitors. New, relatively unsophisticated customers are coming into the market. These customers don't always know which brands are the → Leaders , so they pick ones that look interesting and attractive.

→ Emotional Marketing      → Buzz Marketing      → Sell Benefits

As time goes on, however, these customers get educated – they recognize the leading brands and assume that their products must be the best.

→ Customer Value Creation: Yin-Yang Strategies