The Tale Of TiVo And Why Great Brands Fall From Grace | Fast Company

The Tale Of TiVo And Why Great Brands Fall From Grace | Fast Company: First, we need to dispel the myth that there is any long-term “first-mover” advantage in marketing brands. This may be true at the start, but ultimately it is the companies able to adapt to changing conditions that thrive. That is to say, survival of the fittest brands, not the first brands, drives the market. Neither Google, nor Amazon, nor even Gillette was the first brand in its respective category that it now leads. So while some “boom, splat” brands were the first to popularize innovative benefits--such as digital video recording--this distinction alone is insufficient to defend against encroaching competition and a restless consumer.