Does anybody actually buy this any more? Just about every press release that comes across my desktop refers to the originating company as "the leading..." (For those a bit sure of themselves) or "a leading..." (For those who know they aren't the category champs.)
Maybe I'm just cynical - but I almost never believe it.
If you are the leader in a category, then your clients know. Its like being beautiful - if you have to tell people you are, you aren't.
I'm no aficionado of these issues but I don't think Microsoft, Google or Apple refer to themselves as "the leading...(Whatever)" (do they?)
The SAP strap line always gets me in airports. "The Best Run Businesses Run SAP". I really wish I had thought of that one.
So what about "a leading..."? My friend, that tells me you ain't the best, "The Leading... " is.
First, I think there are far better uses of expensive ink than this. BUT - if you feel you must - then;
1) Actually be the best, and be known to be the best.
2) Regardless of what anyone says don't brand yourself too narrowly in claiming leadership of a category. I have always had problems with any consultancy that sets out to limit the number of potential clients it can sell to.
3) Prove it. If you are the leader, and you have the temerity to actually claim that title. Then it must be based on something. (Or its a lie right?) So publish that, refer to it, quote it - whatever. Show proof of your statements.
4) Do not claim to be near the top, a few rungs from the top, or anything else even close to this.
If I read "a leading (whatever)" anywhere, my curiosity drives me to look at the competition. (Always a danger signal)
5) Don't bother with what you are, focus on what you do - the value that your product/service/network/whatever - will add to your targeted market.
That grabs my attention every time!
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