Are you trying to make the market bigger, or just grow your share?
When competing against a market dominator, your marketing generates more bang for the buck when you try to steal people who have already been persuaded to enter the category by the other guy.
It doesn't pay for an insurgent energy drink to sell "thirst" because much of that marketing will just get people to go buy the brands they've always bought. The opportunity instead is to provide leverage at the last possible moment in the buying cycle.
This thinking rarely grows the market, though, so it falls on the market leader to figure out how to market well enough to get people into the category itself. The critical issue is to decide which one you're doing. Are you working on whether or not someone should buy, or on which one they should buy once they realize a need? Do your employees have the same answer?
Read Seth's full post here.