The Superiority of the Defense
The biggest mistake marketing people make is failing to appreciate the strength of a defensive position.
The glamour of offensive war and the thrill of victory makes the average marketing manager eager to pick up a lance and go charging off at the nearest entrenched competitor.
The paradox is the fruit of victory. If you can win a marketing battle and become the leading brand in a given category, you can enjoy that victory for a long time. Simply, because you can now play defence, the stronger form of warfare.
— Al Ries and Jack Trout, Marketing Warfare, Chapter 3
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