Positioning Guide #18

If the number one brand in a category already owns the motivating benefit for the category, don’t challenge it by claiming the same benefit.

The number one brand in a category is the number one brand because it already owns the motivating benefit for a majority of the category’s customers.  Look for a target segment that wants something else, another benefit.  Yes, that segment will be smaller than the majority segment.  Content yourself with a smaller market share; you’ve already lost the battle for the majority segment.

An example of challenging the established number one in a product category:  Why has Coke, with all their marketing expertise and money, been unsuccessful in knocking off Gatorade as the number one brand of sports drink with their PowerAde brand? 

 Because Gatorade owns the motivating benefit in the sports drink category – winning.  Gatorade owns the motivating benefit of winning through years of marketing investment in sports properties.  They have invested to the extent that the brand has become part of American culture with its association with winners.  What happens to the football coach of the winning team?  He gets an ice cooler full of Gatorade dumped over his head at the end of the game.

So if you drink Gatorade, you’re a winner.  Then who drinks PowerAde?  That’s right, losers.  Gatorade not only owns the motivating benefit in the category, its ownership blocks competitors for successfully competing in the category.