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July 2004

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Laura

Google is a great example. Google has succeeded and become the leader for four reasons.

#1: Yahoo! expanded it's brand into everything. The site was a mess. Yahoo also mixed paid advertising into the search results, muddying the water.

#2: Google was the first "pure" seach engine. They offered a clean seach page with no advertising or junk. They didn't con consumers by putting paid results with normal results.

#3: Like Yahoo!, Google is a great name. Simple, unique, shocking.

#4: Google didn't advertising, they built the brand with PR.

A brand can succeed if they are not first. But only if the leader makes a fatal mistake. And the brand has a strong position.

Arnold Seefeld

Hello Laura,

interesting point of view with a lot of truth in it for sure. But what do you say about a brand like Google (sorry, but it's the best example I can come up), that didn't start in a new market or category. Search engines already existed, but Google managed to become the most powerful brand in a already given category.
To get to the point: I think, that the way you described it, it's much easier for a brand to become a leader, but it's definitely not necessary. If the product of the brand is that much better than its competitors, there's always space to become #1. You agree?

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