If you have Coca Cola and Pepsi Cola, how do you market a product that differentiates your brand so that it
will correctly position itself in the minds of consumers -- Don't create another "Cola", Create the UN-COLA.
In 1962, Avis was in search of a new advertising campaign. Since its inception, the car rental company had trailed behind the market leader, Hertz. So the ad agency Doyle Dane Bernbach decided to embrace Avis’ second-place status as a sneaky way to tout the brand’s customer service. “When you’re only No. 2, you try harder,†went the new tagline. “Or else.â€
The “We Try Harder†ads were an instant hit. Within a year, Avis went from losing $3.2 million to earning $1.2 million—the first time it had been profitable in more than a decade. From 1963 to 1966, as Hertz ignored the Avis campaign, the market-share percentage gap between the two brands shrunk from 61–29 to 49–36. Terrified Hertz executives projected that by 1968 Avis might need a new ad campaign—because it would no longer be No. 2. They never insisted that they were number 1 ( futile at that time ).
It should be obvious to a smart businessman that you should seek to differentiate yourself from your competition, be it in price or quality or market served.
Trump is saying “they own this side of the market and left this other one totally underserved. Yet you try to copy them and go after their core market. Fools, embrace the opening and win all the folks who feel left out! Stop fighting them for their 35% of the market and go secure our 45%!â€