From Laura Ries’ The Origin of Brands Blog:
Super Bowl Losers
Career Builder
What
is it with the Chimps again? When in doubt, ad agencies seem to drag
out some cute and funny animals. But the real problem is that CareerBuilder is not the leader. The brand that owns the mind of the consumer
is Monster.com, a past high-profile Super Bowl advertiser. So I think
that after many people saw the Career Builder ad they thought, Hey,
better post my resume on Monster. Selling the category makes people
think of the leader first. So a number two brand needs to position
itself against the leader (Avis, we try harder). Only the leader can
sell the category in such a generic way.
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