Being first: gaining and maintaining leadership
David Taylor and David Nichols
The recession has been a long overdue wake-up call for marketing and business in general, forcing companies to take a more pragmatic and bottom-line-driven approach. In particular, successful companies have refocused their investment and effort on gaining and maintaining leadership, recognising the significant brand and business benefits this can confer.
Leadership can mean outright market leadership, as in the case of Tesco or Walmart in supermarkets. Or it could be leadership of a specific sector, defined by target group, channel or price positioning.
People like to portray...