Marketing Law 8 - Duality

When it comes to marketing, it’s always feels like a battle—Game of Thrones level, minus the dragons (unfortunately). The interesting fact is that over time, every major marketing battle starts to resemble something a little less daunting—a two horse race.

Once the participating contestants are decided, it’s usually all about the big swings of the 2nd place company against the slow and steady trending movement of the juggernaut in 1st. This eventually leads to an entertaining battle of competitors duking it out for the hearts, minds, and dollars of consumers.

Back in the day, there were three viable options for soda in most stores throughout the country: Coca-Cola, Pepsi, and RC Cola. But then the 1980s hit, and Pepsi got aggressive enough with their marketing to leave RC Cola in the dust—creating what we know today as the “Cola Wars” between Pepsi and Coca-Cola.

There are plenty of other examples of Duality in marketing history. Ford vs. Chevy. Marvel vs. DC. McDonald’s vs. Burger King. Starbucks vs. Dunkin. Nike vs. Reebok. And every consumer has their own strong thoughts and opinions on which one is better. So, if you’re in a two-horse race for dominance in your industry or area, calculate your steps, be on the lookout for innovative opportunities, seize all the key moments, and enjoy the thrill of the race!

(Adapted from "The 22 Immutable Laws of Marketing" by Ries & Trout)