Be Number One or Be Forgotten

To achieve branding success, one must establish themselves as number one in a specific category or create a new one entirely. This principle is rooted in basic neuroscience, where the brain instinctively seeks the best chance of survival in times of threat, translating to a societal preference for being recognized as the best. Winning by a narrow margin can significantly impact perception and recognition, elevating only the first position above others. Therefore, brands must strive to be the best, the most, or the only in their field, as there is no middle ground in perception—it's crucial to own a unique position in the market.