Can you counterculture counterculture?

I doubt it.

SanDisk wants to attract rebels and iconoclasts to it’s MP3 player. So it’s going after Apple by trying to be Apple.

Won’t work.

Oh sure, the facts are there. Apple dominates this market with something like 80% of MP3 player sales. So they are the establishment, right? SanDisk would be the cool outsider choice, no? No.

The problem is, Apple owns the position.

The position of iconoclast belongs to Apple, and they are not ceding that to anyone just yet. The principle of Positioning would tell SanDisk that they need to find a different position.

Or at least that they would need to approach it with a little more subtlety.

Mike’s prediction? This goes nowhere.

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