Hi,
Carl Von Clausewitz was a Prussian general who fought Napoleon and wrote the bible of military strategy that forms the basis for military education today, a book called "On War". In it he teaches that the greatest tactic of all is defence. Defence is the tactic most appropriate for the dominant force in a battle. The numerically superior force needs only block the advances of the challenger until they exhaust their energies and run away. Lesson: Market leaders should defend. Challengers should attack. Leaders who attack look like challengers. Leaders don't acknowledge that challengers exist. They don't mention them in ads - the don't do comparative ads. They just know that if they meet the challenger's challenge they won't lose much share. Who is the market leader? Who is challenger? The answer is hidden in the ground the battle is fought over - the mind of the customer. Which brand has highest unaided awareness? This will, in most cases, be market share leader
Cheers!
Michael Kiely
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