Al Ries and Jack Trout were right (and wrong). The #1 immutable law of marketing is
“be there first not necessarily better.” WSJ reported Apple’s 15% revenue growth for its new iPhone. The iPhone 3G S sizzles while its once unflappable cousin the iPod simmers. This reminded me of the late 90’s campaign positioning Apple with the world’s greatest “firsts.” Pioneers who bravely led where others feared. Muhammad Ali, Amelia Earhart, Einstein, Miles Davis and others. A compelling brigade. Being “better” is a snapshot of Apple’s recipe for continued success. And a curveball for Al and Jack.
With electrification of vehicles, GM blazes the trail. A proud “first” for the General in a long time. Or at least it will be when the regaled Chevy Volt arrives in 2010 or 2011. But questions remain.
- Can GM instill trust and consumer belief in its brand again?
- Will consumers buy the $30-40K priced electric?
- Will GM’s recent bankruptcy have a negative halo effect causing sales erosion?
- Or will GM resurge, reinvented and readied?
As the new GM rebuilds, it needs to keep its customers front and center, its competition near, and its promise of innovation delivered. America is watching. So is the White House.
And for Ries and Trout and their first law, the asymmetrical jazz master Miles Davis and Apple’s success add an important nuance to a once invulnerable marketing principle. GM CEO Fritz Henderson and Chief Marketer Bob Lutz may take note. Being there first is no longer enough. Apple perennially wins due to its innovation, beauty, simplicity, and customer experience to lead the category. GM needs to adopt this strategy for the Volt and others—and better itself year-over-year. First AND better may be the new #1.
Like Miles is to jazz, GM’s electrics can reinvent the brand’s “kind of blue” into consumer green. Change is good—even for the immutable.
Copyright © Warren McKenna
