Personal Brand & Positioning
What percentage of a market category's value goes to the leader?
Answered independently in 1 episodes. Every line below is verbatim from the transcript, timestamped to the moment it was said.
The short answer
What the archive says
01Categories make brands, not the other way around. Lochhead's HBR-published research found 76% of the total value created, measured by market cap, goes to the company that dominates the category. source →
02Category kings should never punch down. Comparing yourself to a competitor signals to the market that you are not the leader — that's what the Pepsi Challenge told consumers about Coke. source →
03Market the problem and the category, not your brand: 'If you want to sell Bibles, there's got to be Christians.' Whoever evangelizes the category is assumed by the market to be the leader. source →
In their words
What was actually said
And in the HBR research that I mentioned, we discovered this incredible thing. 76% of the total value created as measured by market cap evaluation goes to the company that dominates the category.
The episodes