There is always a market for the opposite point of view! In fact, if anything fails spectacularly it could well be because it took a position exactly similar to a leader or a strong brand. If a large proportion of people vote for the BJP, a fairly large chunk vote for the Congress as well (and some even vote for CPM/CPI!). When American cars were big and roomy, Volkswagen came out with the concept of a small car. When everyone was chasing IBM on mainframes, DEC came out with the minicomputer and became the second largest computer brand. Coke was an old, established brand; Pepsi reversed the image of Coke by ‘The Choice of a New Generation’ campaign.

The mistake most marketers make is playing it safe and doing things the way they are done – doing the opposite just seems too damaging or radical. The result is clones of other brands, for example, that just don’t go anywhere.

Here’s a quote from Paul Arden who wrote ‘Whatever You Think, Think The Opposite’ – Making the safe decision is dull, predictable and leads nowhere new. The unsafe decision causes you to think and respond in a way you hadn’t thought of. And that thought will lead to other thoughts which will help you achieve what you want. Start taking bad decisions and it will take you to a place where others only dream of being.”

Seriously, just look at the opposite of what everyone else is doing and you may just have a winner on your hands!
 
Visual courtesy : https://www.flickr.com/photos/cyron/