In the 80s, the Swiss watch industry was in an existential crisis. Japanese brands had flooded the market after quartz technology became accessible. Seiko, Casio, Citizen… It was like a revolution. Suddenly, Japanese brands could produce less expensive and more accurate watches. Put yourself in the shoes of the Swiss. You see mechanical watchmaking as…
Category: Positioning
Bowling Alley Strategy: How New Players Dominate Big Markets
In 2000, Marc Benioff decided to declare war. He founded Salesforce a year earlier and entered the competitive CRM market. And Siebel Systems was the market leader with a 45% market share. So Salesforce desperately needed to get known. Benioff worked with an agency to come up with a bold campaign. You know what was…
