The 22 Immutable Laws Of Marketing Part 1

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The 22 Immutable Laws Of Marketing Part 1

  1. 1. The 22 Immutable Laws of Marketing Al Ries & Jack Trout
  2. 3. 1. The Law of Leadership It's better to be first than it is to be better
  3. 5.   <ul><ul><li>First college in America? </li></ul></ul>
  4. 6.   <ul><ul><li>First college in America? </li></ul></ul><ul><ul><li>Best college in America? </li></ul></ul>
  5. 7.   <ul><ul><li>First college in Amerca? </li></ul></ul><ul><ul><li>Best college in America?  </li></ul></ul><ul><ul><li>Harvard </li></ul></ul>
  6. 9. 2. The Law of the Category If you can't be first in a category, set up a new category you can be first in.
  7. 12.   <ul><ul><li>Think categories, not brands. </li></ul></ul>
  8. 13.   <ul><ul><li>Think categories, not brands. </li></ul></ul><ul><ul><li>&quot;Everyone is interested in what's new. Few people are interested in what's better.&quot; </li></ul></ul>
  9. 14.   <ul><ul><li>Think categories, not brands. </li></ul></ul><ul><ul><li>&quot;Everyone is interested in what's new. Few people are interested in what's better.&quot;  </li></ul></ul><ul><ul><li>Promote the category. </li></ul></ul>
  10. 15.   <ul><ul><li>Think categories, not brands. </li></ul></ul><ul><ul><li>&quot;Everyone is interested in what's new. Few people are interested in what's better.&quot;  </li></ul></ul><ul><ul><li>Promote the category. </li></ul></ul><ul><ul><ul><li>Avis, #1 Rent-a-Car </li></ul></ul></ul>
  11. 16.   <ul><ul><li>Think categories, not brands. </li></ul></ul><ul><ul><li>&quot;Everyone is interested in what's new. Few people are interested in what's better.&quot;  </li></ul></ul><ul><ul><li>Promote the category. </li></ul></ul><ul><ul><ul><li>Avis, Rent-a-Car </li></ul></ul></ul><ul><ul><ul><li>Hertz - Rent-a-Car Service </li></ul></ul></ul>
  12. 17.   <ul><ul><li>What is eduFire's category? </li></ul></ul>
  13. 20. 3. The Law of the Mind It's better to be first in the mind than to be first in the marketplace.
  14. 22.   <ul><ul><li>&quot;You can't change a mind once it is made up.&quot; </li></ul></ul>
  15. 23.   <ul><ul><li>&quot;You can't change a mind once it is made up.&quot; </li></ul></ul><ul><ul><li>&quot;The single most wasteful thing you can do in marketing is try to change a mind.&quot; </li></ul></ul>
  16. 24.   <ul><ul><li>Other Language Sites </li></ul></ul>
  17. 25.   <ul><ul><li>Other Language Sites </li></ul></ul><ul><ul><ul><li>Myngle.com </li></ul></ul></ul>
  18. 26.   <ul><ul><li>Other Language Sites </li></ul></ul><ul><ul><ul><li>Myngle.com </li></ul></ul></ul><ul><ul><ul><li>italki.com </li></ul></ul></ul>
  19. 27.   <ul><ul><li>Other Language Sites </li></ul></ul><ul><ul><ul><li>Myngle.com </li></ul></ul></ul><ul><ul><ul><li>italki.com </li></ul></ul></ul><ul><ul><ul><li>palabea.net </li></ul></ul></ul>
  20. 28.   <ul><ul><li>Other Language Sites </li></ul></ul><ul><ul><ul><li>Myngle.com </li></ul></ul></ul><ul><ul><ul><li>italki.com </li></ul></ul></ul><ul><ul><ul><li>palabea.net </li></ul></ul></ul><ul><ul><li>And of course, </li></ul></ul><ul><ul><ul><li>eduFire.com </li></ul></ul></ul>
  21. 29.   <ul><ul><li>Does one stand out? </li></ul></ul><ul><ul><li>Is there a leader in this market? </li></ul></ul>
  22. 31. 4. The Law of Perception Marketing is not a battle of products, it's a battle of perceptions.
  23. 32.   <ul><ul><li>&quot;The perception is reality.&quot; </li></ul></ul>
  24. 33.   <ul><ul><li>&quot;The perception is reality.&quot; </li></ul></ul><ul><ul><li>&quot;Everything else is a reality.&quot; </li></ul></ul>
  25. 34.   <ul><ul><li>&quot;The perception is reality.&quot; </li></ul></ul><ul><ul><li>&quot;Everything else is a reality.&quot; </li></ul></ul><ul><ul><li>&quot;Marketing is a manipulation of those perceptions.&quot; </li></ul></ul>
  26. 35. Mmm mmm good 57 varieties ??? in the United States
  27. 36. #1 in the United States 57 varieties #1 in the England
  28. 37. Which is better? Perception.
  29. 38. cavities overnight driving safety
  30. 39. cavities Crest overnight FedEx driving BMW safety Volvo
  31. 40. 5. The Law of Focus The most powerful concept in marketing is owning a word in the prospect's mind
  32. 41. cavities Crest overnight FedEx driving BMW safety Volvo
  33. 42.   <ul><ul><li>&quot;You can't stand for something if you chase after everything.&quot; </li></ul></ul>
  34. 43.   <ul><ul><li>It's a game of opposites. </li></ul></ul>
  35. 44.   <ul><ul><li>It's a game of opposites. </li></ul></ul><ul><ul><li>Pick a quality that is the opposite of your competitor. </li></ul></ul>
  36. 45.   <ul><ul><li>Pro-choice </li></ul></ul>
  37. 46.   <ul><ul><li>Pro-choice  </li></ul></ul><ul><ul><li>Pro-life </li></ul></ul>
  38. 47.   <ul><ul><li>What is eduFire's word? </li></ul></ul>
  39. 48.   <ul><ul><li>What is eduFire's word? </li></ul></ul><ul><ul><li>Is eduFire a language learning site? </li></ul></ul>
  40. 49.   <ul><ul><li>What is eduFire's word? </li></ul></ul><ul><ul><li>Is eduFire a language learning site? </li></ul></ul><ul><ul><li>If so, why are we studying marketing? </li></ul></ul>
  41. 50.   <ul><ul><li>What is eduFire's word? </li></ul></ul><ul><ul><li>Is eduFire a language learning site? </li></ul></ul><ul><ul><li>If so, why are we studying marketing? </li></ul></ul><ul><ul><li>Is eduFire a fee-based service or a free service? </li></ul></ul>
  42. 51.   <ul><ul><li>What is eduFire? </li></ul></ul>
  43. 55. Overnight
  44. 56. 6. The Law of Exclusivity Two companies cannot own the same word in the prospect's mind.
  45. 57.   <ul><ul><li>What are some other competing products and their words? </li></ul></ul>
  46. 64. 7. The Law of the Ladder   The strategy to use depends on which rung you occupy on the ladder.
  47. 66. Review <ul><li>1. The Law of Leadership - It's better to be first than it is to be better </li></ul><ul><li>2. The Law of the Category - If you can't be first in a category, set up a new category you can be first in. </li></ul><ul><li>3. The Law of the Mind - It's better to be first in the mind than to be first in the marketplace. </li></ul><ul><li>4. The Law of Perception - Marketing is not a battle of products, it's a battle of perceptions. </li></ul>
  48. 67. Review <ul><li>5. The Law of Focus - The most powerful concept in marketing is owning a word in the prospect's mind </li></ul><ul><li>6. The Law of Exclusivity - Two companies cannot own the same word in the prospect's mind. </li></ul><ul><li>7. The Law of the Ladder - The strategy to use depends on which rung you occupy on the ladder. </li></ul>
  49. 68. Homework <ul><ul><li>Review the 7 rules. </li></ul></ul><ul><ul><li>Apply them to a company that interest you, your own company, or eduFire. </li></ul></ul><ul><ul><li>We'll discuss these next class. </li></ul></ul>
  50. 69. 8. The Law of Duality  
  51. 70. 9. The Law of the Opposite  
  52. 71. 10. The Law of Division  
  53. 72. 11. The Law of Perspective  
  54. 73. 12. The Law of Line Extension  
  55. 74. 13. The Law of Sacrifice  
  56. 75. 14. The Law of Attributes  
  57. 76. 15. The Law of Candor  
  58. 77. 16. The Law of Singularity  
  59. 78. 17. The Law of Unpredictability  
  60. 79. 18. The Law of Success  
  61. 80. 19. The Law of Failure  
  62. 81. 20. The Law of Hype  
  63. 82. 21. The Law of Acceleration  
  64. 83. 22. The Law of Resources  
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