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[The Law of Duality] In the long run, every market becomes a two-horse race: a battle of the old reliable brand versus the upstart brand

[The Law of Duality] In the long run, every market becomes a two-horse race: a battle of the old reliable brand versus the upstart brand [The Law of Duality] In the long run, every market becomes a two-horse race: a battle of the old reliable brand versus the upstart brand
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The 22 Immutable Laws of Marketing
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The 22 Immutable Laws of Marketing
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In batteries, it’s Eveready and Duracell. In photographic film, it’s Kodak and Fuji [...] In hamburgers, it’s McDonald’s and Burger King [...] When you take the long view of marketing, you find the battle usually winds up as a titanic struggle between two major players—usually the old reliable brand and the upstart.

[...] The law of duality suggests that these market shares are unstable. Furthermore, the law predicts that the leader will lose market share and No. 2 will gain [...] Knowing that marketing is a two-horse race in the long run can help you plan strategy in the short run.

The customer believes that marketing is a battle of products. It’s this kind of thinking that keeps the two brands on top: “They must be the best, they’re the leaders.”

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(…) a phenomenon we call the endowed progress effect, whereby people provided with artificial advancement toward a goal exhibit greater persistence toward reaching the goal.

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