You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract What to Do When You're Not First in the Category It May Be Better to Be First Than It Is to Be Better -- But That's Not Always Possible By Al Ries, Published on August 13, 2013 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.