Everyday our brains are overwhelmed with information, to work with this we learn to organize this acquired information in categories and each category most often then not has an image or example to help us quickly associate and/or compare other things to it.
This is a key ingredient that companies must understand before marketing their products because a company has a greater chance to prevail if the category in which they plan to sell has nobody else in it, meaning no competition.
A good example of this is Apple’s IPhone, this smartphone seems to have revolutionized the cell phone market creating new and most fascinating way of contacting people, the company saw a need and it accomplished great things to fulfill this need. Thanks to its start Apple’s “brand has become associated with revolutionary innovations”1 but this reputation will only live on for so long unless the Apple company keeps producing products that are truly ahead of the rest. While reading an article in the economist “Five out of ten: The iPhone 5 is hardly a great leap forward” echoes the disappointment in many apple users, especially with other companies like Samsung that has a more advanced product like their Samsung Galaxy. This doesn’t necessarily means that the consumers are ready to change products yet because Apple is still viewed #1 in its category and people will be very reluctant to switch products because in our minds we placed apple as the most advanced and innovative product, it will take an immense leap forward from Samsung to overtake Apples reputation and this take down will also take a very long time.
1“Five out of ten.” The Economist. N.p., 15 Sept. 2012. Web. 8 Oct. 2012. Path: http://www.economist.com/node/21562939.