In marketing, being the first in a category offers a major advantage. However, you won’t always have the chance to lead. So what should you do if you’re not first? The answer lies in the Law of Exclusivity — a key principle that helps brands create differentiation and occupy space in the customer’s mind.
The Law of Exclusivity states: “Two companies cannot own the same word in the customer’s mind.” This means that if a competitor has already claimed a keyword or a specific idea, you cannot use the same word to position your brand. Any attempt to compete by copying their message will only make you look vague — or worse, confused with the competitor.
For example, when people hear “cola,” Coca-Cola has already claimed that word in the consumer’s mind. If another brand tries to position itself as “cola,” it will never escape Coca-Cola’s shadow. Instead, Pepsi chose a different positioning with the message “the new generation” — a unique approach that didn’t overlap.
The Law of Exclusivity forces brands to be creative and bold in choosing their own path. Rather than competing head-on, find a keyword, a value, or a trait that no one else owns — and make it your signature. This not only helps you stand out, but also builds customer loyalty through clear differentiation.
In a market flooded with similar messages, owning a unique idea is a priceless asset. If you can’t be the first, be the first to own something new. That’s the power of the Law of Exclusivity in marketing.
