22 Immutable Laws Part 1


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Laws applied to an Indian context.

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22 Immutable Laws Part 1

  1. 1. Part 1 of the 3 part series
  2. 2. THE LAW OF LEADERSHIP It’s better to be first than it is to be better
  4. 4. It’s better to be first than it is to be better The law of leadership applies to any product, any brand and any category Regardless of reality, people perceive the first product into the mind as superior
  5. 5. If you’re second into the prospect’s mind, are you doomed to languish forever with Scott Adams, HP, Canon, some unknown medical kit or Dispirin?
  6. 6. 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. 7. When you launch a new product, the first question to ask yourself is not “How is this new product better than the competition?” But what category is this new product first in? First in the category of cheap washing powder First in the category of tooth paste with mouth wash First in the category of customisation First in the category that catered to the youth Or create your own category
  8. 8. THE LAW OF THE MIND It’s better to be first in the mind than it is to be first in the marketplace
  9. 9. The Law of leadership suggests that Duryea So is there something wrong with first law? No, but the law of the mind modifies it Being first in the mind is everything in marketing Marketplace is important only to the extent that it allows you to get in the mind first
  10. 10. THE LAW OF PERCEPTION Marketing is not a battle of products, it’s a battle of perception
  11. 11. Which is better? Marketing people are preoccupied with doing research and “getting the facts”… Taste like phenyl! Ooh! The burning feeling Interface is better and cooler!  There is no objective reality  There are no facts  There are no best products  All that exists in the world of marketing are perceptions in the minds of the customer  That perception is the reality  Everything else is an illusion
  12. 12. THE LAW OF FOCUS The most powerful concept in marketing is owning a word in the prospect’s mind
  13. 13. The leader owns the word that stands for the category Breakfast Search Cold If you’re not a leader, then your word has to have a narrow focus Engineering Vegetarian Ayurveda
  14. 14. THE LAW OF EXCLUSIVITY Two companies cannot own the same word in the prospect’s mind.
  15. 15. When a competitor owns a word or position in the prospect’s mind, it is futile to attempt to own the same word. Safety Worldwide Long-lasting Deliver y Service /Mileag e
  16. 16. THE LAW OF THE LADDER The strategy to use depends on which rung you occupy on the ladder.
  17. 17. Your marketing strategy should depend on how soon you get into the mind and consequently which rung of the ladder you occupy.  The mind is selective  Prospects use their ladders in deciding which information to accept and which information to reject
  18. 18. End of part one..