Some brands don’t just survive—they lead. Why? Because they follow key principles that never go out of style.
Here are 7 business rules that top companies use to stand out, win hearts, and build loyal audiences:
1. Be First, Not Best
Being first to market can be more powerful than being the best.
Gatorade wasn’t the tastiest sports drink on the shelf—but it was the first, and that gave it category dominance for decades.
Heinz wasn’t the only ketchup, but by getting there early, it became the ketchup.
2. Create Your Own Category
Why fight for attention in a crowded space when you can create your own playing field?
That’s what PRIME did. Instead of competing head-to-head with traditional energy drinks, they rebranded the concept with unique positioning, cool branding, and influencer marketing that made it feel like a whole new product category.
3. Be First in Mind
If you’re not first to the market, aim to be first in the consumer’s mind.
PRIME didn’t invent hydration drinks, but thanks to aggressive branding and community-building, it’s the first name that comes to mind for many Gen Z consumers. It shows that perception matters more than order of entry.
4. Own a Word
The most powerful brands are the ones that own a specific word in your brain.
Heinz owns “slow”—because their ketchup is thick and worth the wait.
FedEx owns “overnight”—because when it absolutely has to be there tomorrow, you know who to call.
It’s not just branding. It’s psychology.
5. Stand for Something Exclusive
You can’t be known for everything—so pick one thing and become famous for it.
Burger King tried to copy McDonald’s with breakfast items, coffee, even salads. None of it stuck.
But McDonald’s? Known for consistency and speed. That clarity wins.
Exclusivity creates memorability.
6. Embrace Your Market Position
Don’t fake being #1—own your underdog status.
Avis leaned into being second to Hertz and said: “We try harder.”
That honest, humble messaging turned their weakness into a strength and earned them customer trust.
7. Laugh at Yourself
Self-awareness is a brand superpower.
RyanAir, known for budget travel and rough landings, doesn’t pretend to be luxurious.
They embrace it—with humor. From memes to self-deprecating tweets, they’ve built loyalty by not taking themselves too seriously.
These aren’t just clever ideas—they’re rules successful companies live by.
Read the full analysis here:
SevenMarketingTenets