1. You can’t stand for everything.

2. The law of opposites.
If you’re not the leader, then you need to be the opposite of the brand that got into the mind first.

3. Case histories. Monster vs. Red Bull. BMW vs. Mercedes-Benz.
Claussen vs. Vlasic.
Pork vs. beef.
Snickers vs. candy bars.
Linux vs. Windows.
Pepsi-Cola vs. Coca-Cola.

4. The platinum generation.

5. TheKnot.com survey of brides.
38 percent prefer platinum.
37 percent prefer white gold.
24 percent prefer gold.

6. Headquarters for colored gemstones.
A new position.
Headquarters for colored gemstones.

7. Case histories. Scope vs. Listerine. Lowe’s vs. Home Depot.
Target vs. Wal-Mart.

8. In the long run, the place to avoid is the mushy middle.
The law of the middle.
In the long run, the place to avoid is the mushy middle.

9. Trapped in the mushy middle.

10. Trapped in the mushy middle.

11. Trapped in the mushy middle.

12. Trapped in the mushy middle.

13. What’s went wrong?

14. Marlboro Medium?

15. “The best of both worlds.”

16. The way to handle a diverging category is to launch additional brands.
The law of second brands.
The way to handle a diverging category is to launch additional brands.

17. Case histories. Toyota/Lexus. Levi’s/Dockers. Black & Decker/DeWalt.
Gillette/Mach 3.
Sony/PlayStation.
Motorola/RAZR.