Introduction
In today’s business world, competing head-on with well-established brands is no easy feat. But instead of diving into a battle of attrition, you can choose a smarter path: create a new category where you are the first and only leader. This is the essence of the Law of Category — a strategic approach to brand positioning that helps you stand out without direct confrontation.
What is the Law of Category?
The Law of Category is one of the 22 Immutable Laws of Marketing proposed by Al Ries and Jack Trout. Its core principle is:
“If you can’t be first in a category, set up a new category you can be first in.”
Rather than trying to beat the leader in a crowded market, you should find or create a new niche — a product or service category that you can define and lead in your own way.
Why is this law important?
1. Avoid direct competition: You don’t need to defeat the incumbent — just be different and memorable.
2. Gain positioning advantage: The first in a new category is often remembered longer by customers.
3. Increase chances of success: You can capture market share faster by pioneering an untapped segment.
Real-world examples of the Law of Category
• Apple and the iPad: Instead of competing in the laptop market, Apple created a new category — the tablet — and became the leader.
• Red Bull: Rather than going head-to-head with Coca-Cola or Pepsi, Red Bull positioned itself as an “energy drink,” a completely new category.
• Tesla: Not the first car company, but the first to clearly define the “premium electric vehicle” category.
How to create a new category
1. Identify your unique difference: What makes your product or service stand out? Turn that into the defining trait of a new category.
2. Name the category: A new name helps customers understand and remember what makes you different.
3. Communicate clearly: Let customers know you’re the first in this category. Don’t just say “we’re better” — say “we’re different.”
Strategic applications of the Law of Category
• Startups: Find an untapped niche and position your product in a unique way.
• Expanding businesses: Launch a new product line with distinct features that don’t overlap with existing markets.
• Personal branding: Position yourself in a new space, like “psychologist for creatives” instead of just “psychologist.”
Conclusion
The Law of Category is not just a marketing strategy — it’s a mindset of innovation. In a world where everything can be copied, creating and leading a new category is the key to building a sustainable, memorable brand.
