proportionately more than your competitors (especially if you don't have any yet).
As Al Ries and Laura Ries wrote in The 22 Immutable Laws of Branding:
When you're the first, you can preempt the category. You are the only brand associated with the concept. You have a powerful publicity platform. You need to put your branding dollars behind the concept itself, so the concept with take off, pulling the brand with it.Try to create a new category with a product that is so focused it has no share in a pre-existing market. Then market the category so that your product benefits.
What happens when competition appears, as it inevitably does? Most category leaders just can't wait to shift into brand-building mode. That's a mistake. Leaders should continue to promote the category, to increase the size of the pie rather than their slice of the pie.