The 22 Immutable
Laws of Marketing
Violate Them at Your Own Risk!
Law of Leadership
It's better to first than it is to be better
The secret of success is getting into the prospects mind first
The Law of the Category
If you can't be first in a category, set up a new category
you can be first in
When you launch a new product the first
question to ask yourself is...
"What category is this product first in?"
The Law of Mind
It's better to be first in the mind than to be first in the
marketplace
To make a big impression
you have to blast your way into the mind
The Law of Perception
Marketing is not a battle of products, it's a battle of
perceptions
Perception is reality.
Everything else is just an illusion
The Law of Focus
The most powerful concept in marketing is owning a word
in the prospects mind
You "burn" your way into the mind
By narrowing the focus to a single word or
concept
It's the ultimate marketing sacrifice
The Law of Exclusivity
Two companies cannot own the same word in the
prospects mind
When a competitor owns a word or position in
the prospects mind it is futile to attempt to own
the same word
The Law of The Ladder
The strategy to use depends on which rung you occupy
on the ladder
Know your position on the ladder and
act accordingly
The Law of Duality
In the long run, every market becomes a two horse race
If you're not in the top two of your category you
should find another category where you can be
The Law of the Opposite
If you're shooting for second place, your strategy is
determined by the leader
Don't try to be better than number one
Be different. Be the alternative.
Kills
Germs
Tastes
Great
The Law of Division
Over time, a category will divide and become two or more
categories
The way for a leader to maintain its dominance
is to address each emerging category with a
different brand name
The Law of Perspective
Marketing effects take place over an
extended period of time
It looks easy, but marketing is not a game for
amateurs
The Law of Line Extension
There's an irresistible pressure to extend the equity of the
brand
In spite of evidence that line extensions don't
work, companies continue to pump them out
The Law of Sacrifice
You have to give up something in order to get something
Where is it written that the more you have to
sell, the more you sell?
Where is it written that you have to appeal to
ever...
The Law of Attributes
For every attribute, there is an opposite, effective attribute
Your job is to seize a different attribute,
dramatize the value of your attribute, and
increase your share
FIGHTS
CAVITIES...
The Law of Candor
When you admit a negative, the prospect will give you a
positive
Every negative statement you make about
yourself is instantly accepted as truth.
Marketing is often a search for the obvio...
The Law of Singularity
In each situation, only one move will produce substantial
results
To find that singular idea or concept, marketing
managers have to know what's happening in
their marketplace
You can't do ...
The Law of Unpredictability
Unless you write your competitors plans, you can't predict
the future
No one can predict the future with any degree of
certainty. Nor should your marketing plan
Focus on finding your one word ...
The Law of Success
Success often leads to arrogance,
and arrogance to failure
Ego is the enemy of successful marketing
A brand gets famous because you followed the
laws of marketing
The Law of Failure
Failure is to be expected and accepted
Too many companies try to fix things rather than
drop things
A better strategy is to recognize failure early
and cut your ...
The Law of Hype
The situation is often the opposite of the way it appears
in the press
Real revolutions arrive unannounced in the
middle of the night and kind of sneak up on you
The Law of Acceleration
Successful programs are not built on fads,
they're built on trends
Forget fads.
And when they appear try to dampen them
The best most profitable thing to ride in
marketing is a long-term tr...
The Law of Resources
Without adequate funding
an idea won't get off the ground
Even the best idea in the world won't go very far
without the money to get it off the ground
You need money to get into a ...
Warning
Many of these laws fly in the face of corporate ego,
conventional wisdom and Malcolm Baldrige awards
Use at your o...
1.The Law of Leadership
2.The Law of the Category
3.The Law of the Mind
4.The Law of Perception
5.The Law of Focus
6.The L...
The 22 Immutable Laws of Marketing -- Al Ries & Jack Trout
“Read the book”
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The 22 Immutable Laws of Marketing

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This bookie is one of my all time favorites. This is one of the first books I read when I set out as a young entrepreneur. The interesting thing is that the lessons in this book apply to all businesses at any stage. When something's not right with your brand you can bet you've violated one or more of these laws.

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The 22 Immutable Laws of Marketing

  1. 1. The 22 Immutable Laws of Marketing Violate Them at Your Own Risk!
  2. 2. Law of Leadership It's better to first than it is to be better
  3. 3. The secret of success is getting into the prospects mind first
  4. 4. The Law of the Category If you can't be first in a category, set up a new category you can be first in
  5. 5. When you launch a new product the first question to ask yourself is... "What category is this product first in?"
  6. 6. The Law of Mind It's better to be first in the mind than to be first in the marketplace
  7. 7. To make a big impression you have to blast your way into the mind
  8. 8. The Law of Perception Marketing is not a battle of products, it's a battle of perceptions
  9. 9. Perception is reality. Everything else is just an illusion
  10. 10. The Law of Focus The most powerful concept in marketing is owning a word in the prospects mind
  11. 11. You "burn" your way into the mind By narrowing the focus to a single word or concept It's the ultimate marketing sacrifice
  12. 12. The Law of Exclusivity Two companies cannot own the same word in the prospects mind
  13. 13. When a competitor owns a word or position in the prospects mind it is futile to attempt to own the same word
  14. 14. The Law of The Ladder The strategy to use depends on which rung you occupy on the ladder
  15. 15. Know your position on the ladder and act accordingly
  16. 16. The Law of Duality In the long run, every market becomes a two horse race
  17. 17. If you're not in the top two of your category you should find another category where you can be
  18. 18. The Law of the Opposite If you're shooting for second place, your strategy is determined by the leader
  19. 19. Don't try to be better than number one Be different. Be the alternative. Kills Germs Tastes Great
  20. 20. The Law of Division Over time, a category will divide and become two or more categories
  21. 21. The way for a leader to maintain its dominance is to address each emerging category with a different brand name
  22. 22. The Law of Perspective Marketing effects take place over an extended period of time
  23. 23. It looks easy, but marketing is not a game for amateurs
  24. 24. The Law of Line Extension There's an irresistible pressure to extend the equity of the brand
  25. 25. In spite of evidence that line extensions don't work, companies continue to pump them out
  26. 26. The Law of Sacrifice You have to give up something in order to get something
  27. 27. Where is it written that the more you have to sell, the more you sell? Where is it written that you have to appeal to everyone? Where is it written that you have to change your strategy every year at budget review time?
  28. 28. The Law of Attributes For every attribute, there is an opposite, effective attribute
  29. 29. Your job is to seize a different attribute, dramatize the value of your attribute, and increase your share FIGHTS CAVITIES TASTES GREAT FRESH BREATH
  30. 30. The Law of Candor When you admit a negative, the prospect will give you a positive
  31. 31. Every negative statement you make about yourself is instantly accepted as truth. Marketing is often a search for the obvious
  32. 32. The Law of Singularity In each situation, only one move will produce substantial results
  33. 33. To find that singular idea or concept, marketing managers have to know what's happening in their marketplace You can't do that from headquarters
  34. 34. The Law of Unpredictability Unless you write your competitors plans, you can't predict the future
  35. 35. No one can predict the future with any degree of certainty. Nor should your marketing plan Focus on finding your one word or phrase Then build a long term marketing program to maximize your word or phrase
  36. 36. The Law of Success Success often leads to arrogance, and arrogance to failure
  37. 37. Ego is the enemy of successful marketing A brand gets famous because you followed the laws of marketing
  38. 38. The Law of Failure Failure is to be expected and accepted
  39. 39. Too many companies try to fix things rather than drop things A better strategy is to recognize failure early and cut your losses "Of the Thirty-Six Stratagems, fleeing is best" (三十六计,走为上计)
  40. 40. The Law of Hype The situation is often the opposite of the way it appears in the press
  41. 41. Real revolutions arrive unannounced in the middle of the night and kind of sneak up on you
  42. 42. The Law of Acceleration Successful programs are not built on fads, they're built on trends
  43. 43. Forget fads. And when they appear try to dampen them The best most profitable thing to ride in marketing is a long-term trend
  44. 44. The Law of Resources Without adequate funding an idea won't get off the ground
  45. 45. Even the best idea in the world won't go very far without the money to get it off the ground You need money to get into a mind and you need money to stay in the mind once you get there
  46. 46. Warning Many of these laws fly in the face of corporate ego, conventional wisdom and Malcolm Baldrige awards Use at your own risk
  47. 47. 1.The Law of Leadership 2.The Law of the Category 3.The Law of the Mind 4.The Law of Perception 5.The Law of Focus 6.The Law of Exclusivity 7.The Law of the Ladder 8.The Law of Duality 9.The Law of the Opposite 10. The Law of Division 11. The Law of Perspective 12.The Law of Line Extension 13. The Law of Sacrifice 14. The Law of Attributes 15. The Law of Candor 16. The Law of Singularity 17. The Law of Unpredictability 18. The Law of Success 19. The Law of Failure 20. The Law of Hype 21. The Law of Acceleration 22. The Law of Resources
  48. 48. The 22 Immutable Laws of Marketing -- Al Ries & Jack Trout “Read the book”

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