A question for brand marketers: Is being first worth the time and attention? Google wasn?t the first search-engine, Facebook wasn?t the first social network, and Windows wasn?t the first operating system. Second-movers often wait out innovations introduced by competitors, monitor the success of that innovation, and then offer their own version which is often more successful than the original innovation. This ?lead by following? pattern has huge implications for brand marketers who are heading into a future of major changes. Discovery and invention will be needed, but they must be balanced by patience to scan and modesty to imitate. They will need boldness and reserve to ensure an opportunity to lead.
Read the full article here: Brand Strategy: Be First By Being Second
Source: http://holisticbusinessmarketing.com/blog/brand-strategy-be-first-by-being-second/
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