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Each category has a ladder with no more than seven rungs representing seven leaders in the category. The higher ladder position, the greater the market share and place in the customer's mind. Every market eventually becomes a two-horse race. There are always at least two major brands battling for the top...
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One brand being the reliable one and the other is the upstart (i.e. Coke vs. Pepsi). If you are Burger King and shooting for second place, your strategy is determined by the market leader McDonalds. In other words, do not put all of your effort into trying to be better than the top company but instead try to be different...
General points of the essay
22 Immutable Laws of Marketing
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