I was reading this Ad Age article about how Yahoo! is trying to find a strategy to compete with Google on search (Yahoo Changes Search in Bid to Differentiate Itself From Google). It got me thinking about a conversation with someone I know from the SME industry who is facing a situation in his industry where there is an overwhelming giant dominating the market. Further than that, the industry giant has successfully mitigated some of its weaknesses and is further able and willing to slash its prices in order to maintain market dominance.
So, in such situations, what do you do? What can you do?
One of the best answers I ever got was this: When everyone zigs, zag.
It’s not so easy – and it also often goes against conventional wisdom (there is strong tempatation to fight head-to-head because the consumer base is already “familiar” with what everything entails). But I think it’s still one of the best ways to carve out your brand: Be great and be different.
Here’s what I mean: