It's called educating your potential customers on your product.
NordVPN has spent an incredible amount of money getting their name out there.
The majority of the population hasn't a clue about what a VPN is or does. The ones that do, their only interface is "its this thing my company makes me connect to"
Of the remaining subset of people who are aware of what VPNs actually do for you, it's likely they can only name 1 or two brands: NordVPN and ExpressVPN.
So if you have the superior product, but the lesser position in the market, then get busy marketing.
Whatever you want to call it, and whatever it means to you, it must be done in some way, like it or not. Or you can sit here and complain everyone's using the big name that sucks and nobody uses your superior 100% artisinally, crafted from free-range conflict-free code, ethically "superior" app.
> So if you have the superior product, but the lesser position in the market, then get busy marketing.
Easier said than done I imagine. Big brand VPN providers charge several times more for the "same" service, or make you sign up with 3 year commitment to even come close to Mullvad's monthly pricing.
NordVPN has spent an incredible amount of money getting their name out there.
The majority of the population hasn't a clue about what a VPN is or does. The ones that do, their only interface is "its this thing my company makes me connect to"
Of the remaining subset of people who are aware of what VPNs actually do for you, it's likely they can only name 1 or two brands: NordVPN and ExpressVPN.
So if you have the superior product, but the lesser position in the market, then get busy marketing.