Number Two Can Be An Advantage
Some years ago, a car-for-hire company with just a few units started to come out and compete in the market. After ten years, the said company became the second biggest car rental company. But no matter what the executives and managers of the company did it always was number two and it never came to a point that it was able to become the market leader. The company decided to play up their ranking in the industry and earn their profits from there. In every marketing campaign they have, from posters to brochures and even custom door hangers, they wrote their slogan - "We're Number Two, so we try even harder." From then on, the company was able to turn their income around and earned a lot of profits.