Proud of second place

“We’re not number one, but we’re getting there”.

Can anyone remember what company used that as a motto? Can’t for the life of me remember, but now it’s applying to Sandisk who are proud to state that they are in fact number two, but the company are making the most of being number two behind Apple in the digital audio player market in the US. With a marketing budget nothing like Apple’s, the hype alone could be their best marketing in itself.

They do make exceedingly good memory cards, Mr. Kipling.


  1. David February 10, 2006 at 4:54 pm

    I know Avis used it when they were behind Hertz. “We’re number two. We try harder.” Letterman used it on Leno in the mid-90s. It’s a good line, but, you know? If you’re still number two 20 years down the road, people will think, “Maybe that’s for a reason”. But I like Sandisk’s stuff, very sexy!

  2. Ken February 10, 2006 at 4:56 pm

    Yeah, I guess 20 years is a bit much to be still raving on about being second place, you’d really want to be exploring other avenues at that stage but they do have some good stuff (sandisk) on the market!

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