Safeties way to retain and minimize all the damage whether it can be losses for money or losses of pride and dignity is just  follow the stream. its a common thing when people or in this matter is company especially the follower tend 'stalker' every step that market leader or industry it self have taken or will take, besides in order to avoid the heavy blow because walk in the 'wrong' way separate from 'the giant' which is market leader or the colony which is all manufacture in the same industry.
In psychology science, there is term that explain these situation which known as 'herd behavior' which according to definitions on wikipedia "Herd behavior describes how individuals in a group can act together without planned direction. The term pertains to the behavior of animals in herd and schools, and to human conduct during activities such as stock market bubbles and crashes, street demonstrations, sporting events, religious gatherings, episodes of mob violence and everyday decision-making, judgment and opinion-forming." In short without any plan without any direct and legal agreement step that made by 'the leader' all followers must suite with it.
There is not just as simple as that, but already half of way to make You company still on track. Other half that company has to deal with is the capability of the marketing staff, especially the way of think for each staff in that division. Marketing has to have a 'crazy' also dreamer instead of these traits then soon or later company will meet the end of the journey. Being dreamer is good, but better or event best if all the staff has 'crazy' thought in positive way of course, in short from the manager till the staffs have to and used to think out of the box. It s okay, at the first time other will consider you a nuts by being different to promote your product but if you do it with nice calculation and of course legal then go for it. Company who has staffs and managers who lke that will be always retain his pole position because that company not just follower but the trend setter.
With  'crazy' thought marketing division will create a good way of promotion, also can figure out what is exactly customer need, with 'out of the box' thought They can recommend a unique product to create by the company. In order to face a good and rapid market competition if company just willing to thought safe then the will cause problem someday soon, otherwise if company has way of think for some vision is out of the box then just a matter of time if endure and spirit also courage still on it, company will be the trend setter.
If take those term and bring it related to marketing science, then that will be cause a very serious problem for the company it self, why? c'mon, despite each of these company in one industry has similar goods but You can't just follow the advertising or way of promotion of the leader because that just ruin image of your brand, the company doesn't have the stand and identity to show to potential customer that We have a 'different' product if compare to the leader. Some of folks even for marketing manager in several company don't realise and well know about the main purpose of marketing division. Marketing Division not just for promote the product, but also figure out customer needs by depth and broad observation toward current market and possible potential market. Result of the observation, the marketing side make a good and fine recommendation to production division and then both of these division work together to create product that customer really need and want.