Tag: also-rans

Early promo image for Hydrox cookies


In a cautionary tale for all of today’s artisanal food-makers, a small bakery sees its innovative new cookie concept copied by a much larger rival. Losing market share is bad enough but being transformed in the public imagination from original to knockoff may sting even more.


An upstart gains initial traction by exploiting an underserved niche and, years later, nearly unseats the incumbent through a revolutionary ad campaign.


A reclusive genius who had pioneered the mass production of pens couldn’t topple his rivals at Gillette, the company closest to an American man’s heart (and face).

Broad Gauge Rail

In an early standards war played out across the fields of Industrial England, an engineering genius loses out to a more widely adopted, though possibly inferior, system.