Laws of Marketing


Law of Leadership

Law of leadership advocates that it is essential to be first in the category than having the best product in the category. Keep in mind this does not mean that marketers can forego all the aspects of quality; the product’s basic quality conformance is a must. Law simply means that the brand being first in the category will be able to settle in the prospect’s mind quickly and firmly. Unlike the latter entrants, the leader will get undivided attention from the customer, which will help the brand to become a synonym for the category. Thus, it is highly recommended to create a name that can be used generically for the category. Airbnb is a perfect example of the law of leadership. It was first in the category of short-term property rental. Though other starts-up came into being to give competition to Airbnb, however, Airbnb’s revenue remained by far the highest outlasting most of its competitors. Is Airbnb’s dominance in the short term property rental due to a better product? Well, other players also have a very similar offering at par with hospitality quality standards. But Airbnb was able to achieve the highest market share because it was able to get into the prospect’s mind first. What other brands do you think leveraged this law to secure strong positioning in the prospect’s mind?

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