In marketing, if a brand has already claimed the number one spot in the customer’s mind, competing with them head-on is extremely difficult. However, there’s still an effective strategy for those who come later: become the opposite choice. That’s the essence of the Law of Opposites — one of the immutable laws of marketing proposed by Al Ries and Jack Trout.
The Law of Opposites states: “If you’re aiming for second place, your strategy is determined by the leader.” In other words, you can’t win by imitating the leader. Instead, you need to analyze their strengths and choose a direction that goes against them, creating a clear and compelling contrast.
For example, if Coca-Cola is the traditional brand, Pepsi positions itself as “the new generation.” If McDonald’s is known for speed and convenience, Burger King focuses on flavor and personalization. If the iPhone is seen as sleek and minimalist, Android competitors often highlight flexibility and customization. These opposing strategies help the second brand stand out and build its own identity.
The Law of Opposites doesn’t encourage blind resistance to the leader. Rather, it urges you to understand what they represent — and then define what you represent in contrast. Being the opposite helps you stand out and makes it easier for customers to distinguish and choose based on their personal preferences.
In a market with a clear leader, becoming “the different choice” is a smart way to claim second place. And if you know how to position yourself as a compelling alternative, you won’t just survive — you’ll thrive. That’s the power of the Law of Opposites in marketing.
