There are two consumer giants in consumer electronics today: Google and Apple.

When people think of smart phones, music players, and the Internet, they usually think of these two companies first.

But every category has a leader, and I don’t mean market share. I’m talking about the companies that pop into consumers’ minds when they think of various products:

For televisions: Sony, Samsung, lately Vizio.

For DVRs: TiVo, hands down.

For digital cameras: Canon, Nikon.

For time-shift television: Slingbox.

For peripherals: Logitech, among some others.

For netbooks: Acer, Asus.

And although being the consumer-consensus category leader doesn’t guarantee profits or evangelism, it’s a hell of a head start towards both.

Your goal is to be one of the above in your own category. Or be bigger: Be Xerox. Be Kleenex (low-tech, but still).