• Roby Widjaja

Is Your Brand a Trendsetter in The Targeted Market?



In a fast changing world today, Trends in the market change so fast too. There are three kinds of Brands in this world, they are:


First, Brands which are behind the trends in the market.

Second, Brands which follow trends in the market.

Third, Brands which set new trends in the market. The Trendsetter Brands.


Which one is your Brand?

In the market, Which brands will be the winner and market leader from those three categories? First? Second? or Third?



Why is it important for your Brand to be a trendsetter in the targeted market?

First, The trendsetter brands will have the biggest possibility to be the winner and market leader in the market, followed by the brands which follow trends on the second rank and the brands which are behind the trends on the third rank.


Second, on certain industry sectors, such as Technology Sector, The Trendsetter Brands also get the first opportunity to set technical standards or formats of products or services which other brands have to follow it. This position will create a huge barrier for other brands to replace The Market Leader position of the trendsetter brands. For example, there was a “war” between Android OS ( from Google ) VS Windows Phone OS ( from Microsoft ) in the market of the mobile phone OS. The war was won by Android OS and Android OS becomes a market leader until today. Microsoft has no other choices except following technical standards of Android OS. The Trendsetter and market leader position of Android OS in the market has created a huge barrier that makes other brands are difficult to replace for a very long time.


Third, the longer a brand stays as a trendsetter in the market, the longer that brand stays as a market leader. The longer a brand stays as a market leader, the bigger the market share the brand can get. The longer a brand gets the biggest market share in the market, the more difficult other brands to compete with. The longer other brands are difficult to compete with a brand, the more sustainable the business of that brand. This is what makes many companies in this world can stay on the business for many different generations and become bigger and bigger by time. For examples, we can learn how Walt Disney and General Electric can stay on the business for many different generations and grow bigger and bigger by time.



How to Make Your Brand a Trendsetter in The Targeted Market ? First, It is very important to recognize the winner DNA of your company and maintain it on your business organization by time. What DNA makes your company wins the competition in the market? The winner DNA usually comes from the Founders of the company. The winner DNA of your company makes your company, products or services unique in the market, it means your products or services and brand are differentiated in the market by becoming unique.


Second, Innovation. Innovations on your products or services can make your brand has a bigger possibility to be a trendsetter in the targeted market. We can learn from the Fashion Industry. They always innovate their fashion design four times every year. We can also learn from the Technology Industry, such as Microsoft and Google, they always innovate their products and services. We can apply this simple formula:


Bad Products or Services + Good Marketing = Bad Results

Good Products or Services + Bad Marketing = Average Results

Good Products or Services + Good Marketing = Great Results


What kind of results do you want to achieve?

One of Microsoft winning business strategies is “always one step ahead ( from the competitors )”. This business strategy makes Microsoft always invests heavily in their R&D in order to make their products and services always one step ahead from competitors’ products and services. It means they are committed to always provide good products and services to customers. Of course, not all Microsoft’s products and services achieve great results in the market. But until today, for Desktop and Notebook computers Operating System Software, 7 more billions people around the world only have two choices, Microsoft Windows OS and Apple OS. This is just an example of Good Products or Services + Good Marketing can make you achieve Great Results!


Marketing Wisdom, Inspirations, and Ideas from iMarketology





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