SlideShare a Scribd company logo
1 of 24
Download to read offline
Immutable
     Laws
22     of
Marketing
# 1
It is better to be
first than to be better.
# 2
If you can‘t be first in
this category, set up a
new category you can be
first in.
# 3
It is better to be
first in the mind than
to be first in the
marketplace.
# 4
Marketing is not a
battle of products, it's
a battle of perceptions.
# 5
The most powerful
concept in marketing is
owning a word in the
prospect's mind.
# 6
Two companies cannot
own the same word in
the prospect's mind.
# 7
The strategy to use
depends on which rung
you occupy on the ladder.
# 8
In the long run, every
market becomes a two
horse race.
# 9
If you are shooting for
second place, your
strategy is determined
by the leader.
# 10
Over time, a category
will divide and become
two or more categories.
# 11
Marketing effects take
place over an extended
period of time.
# 12
There is an irresistible
pressure to extend the
equity of the brand.
# 13
You have to give up
something to get
something.
# 14
For every attribute,
there is an opposite,
effective attribute.
# 15
When you admit a
negative, the prospect
will give you a
positive.
# 16
In each situation, only
one move will produce
substantial results.
# 17
Unless you write your
competitor's plans, you
can't predict the future.
# 18
Success often leads to
arrogance, and arrogance
to failure.
# 19
Failure is to be expected
and accepted.
# 20
The situation is often
the opposite of the way
it appears in the press.
# 21
Successful programs are
not built on fads,
they're built on trends.
# 22
Without adequate
funding, an idea won't
get off the ground.
credits
22 Immutable Laws of Marketing
      by al ries and jack trout

                slide design by
                 artur lapinsch

More Related Content

What's hot

Adam morgan noisy thinking
Adam morgan noisy thinkingAdam morgan noisy thinking
Adam morgan noisy thinkingeatbigfish
 
22 immutablemarketing laws gauri bhargava
22 immutablemarketing laws gauri bhargava22 immutablemarketing laws gauri bhargava
22 immutablemarketing laws gauri bhargavaGauri Bhargava
 
Eating The Big Fish - summary 2016
Eating The Big Fish - summary 2016Eating The Big Fish - summary 2016
Eating The Big Fish - summary 2016eatbigfish
 
The 8 Credos of Challenger Brands
The 8 Credos of Challenger BrandsThe 8 Credos of Challenger Brands
The 8 Credos of Challenger Brandseatbigfish
 
positoning " battle for your mind" Chapter 9
positoning " battle for your mind"  Chapter 9positoning " battle for your mind"  Chapter 9
positoning " battle for your mind" Chapter 9Nahid hasan
 
Eatbigfish case studies 2013
Eatbigfish case studies 2013Eatbigfish case studies 2013
Eatbigfish case studies 2013eatbigfish
 
What challenger brands are, how they work and how to become one. Illustrated ...
What challenger brands are, how they work and how to become one. Illustrated ...What challenger brands are, how they work and how to become one. Illustrated ...
What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
 
Lighthouse Identity Brand Model
Lighthouse Identity Brand ModelLighthouse Identity Brand Model
Lighthouse Identity Brand ModelHarry Sharman
 
Eating the-big-fish-summary
Eating the-big-fish-summaryEating the-big-fish-summary
Eating the-big-fish-summaryDoron Dinovitzer
 
eatbigfish - an overview of our offer 2013
eatbigfish  - an overview of our offer 2013eatbigfish  - an overview of our offer 2013
eatbigfish - an overview of our offer 2013eatbigfish
 
eatbigfish workshops 2013
eatbigfish workshops 2013eatbigfish workshops 2013
eatbigfish workshops 2013eatbigfish
 
22 Immutable Laws of Branding
22 Immutable Laws of Branding22 Immutable Laws of Branding
22 Immutable Laws of BrandingSj -
 
Challenger Brands slideshare by DirectionGroup
Challenger Brands slideshare by DirectionGroup Challenger Brands slideshare by DirectionGroup
Challenger Brands slideshare by DirectionGroup DirectionGroup Limited
 
What's in a name? Eight best practices for creating a successful name brand
What's in a name? Eight best practices for creating a successful name brandWhat's in a name? Eight best practices for creating a successful name brand
What's in a name? Eight best practices for creating a successful name brandSiegel+Gale
 
Creating Customer Value with Derek Hendrikz
Creating Customer Value with Derek HendrikzCreating Customer Value with Derek Hendrikz
Creating Customer Value with Derek HendrikzDerek Hendrikz
 
2.11.12 Branding 101 Final
2.11.12 Branding 101  Final2.11.12 Branding 101  Final
2.11.12 Branding 101 Finalricaaa1
 

What's hot (20)

Adam morgan noisy thinking
Adam morgan noisy thinkingAdam morgan noisy thinking
Adam morgan noisy thinking
 
22 immutablemarketing laws gauri bhargava
22 immutablemarketing laws gauri bhargava22 immutablemarketing laws gauri bhargava
22 immutablemarketing laws gauri bhargava
 
Eating The Big Fish - summary 2016
Eating The Big Fish - summary 2016Eating The Big Fish - summary 2016
Eating The Big Fish - summary 2016
 
The 8 Credos of Challenger Brands
The 8 Credos of Challenger BrandsThe 8 Credos of Challenger Brands
The 8 Credos of Challenger Brands
 
positoning " battle for your mind" Chapter 9
positoning " battle for your mind"  Chapter 9positoning " battle for your mind"  Chapter 9
positoning " battle for your mind" Chapter 9
 
Eatbigfish case studies 2013
Eatbigfish case studies 2013Eatbigfish case studies 2013
Eatbigfish case studies 2013
 
Seven deadly sins of branding
Seven deadly sins of brandingSeven deadly sins of branding
Seven deadly sins of branding
 
What challenger brands are, how they work and how to become one. Illustrated ...
What challenger brands are, how they work and how to become one. Illustrated ...What challenger brands are, how they work and how to become one. Illustrated ...
What challenger brands are, how they work and how to become one. Illustrated ...
 
Lighthouse Identity Brand Model
Lighthouse Identity Brand ModelLighthouse Identity Brand Model
Lighthouse Identity Brand Model
 
Eating the-big-fish-summary
Eating the-big-fish-summaryEating the-big-fish-summary
Eating the-big-fish-summary
 
eatbigfish - an overview of our offer 2013
eatbigfish  - an overview of our offer 2013eatbigfish  - an overview of our offer 2013
eatbigfish - an overview of our offer 2013
 
eatbigfish workshops 2013
eatbigfish workshops 2013eatbigfish workshops 2013
eatbigfish workshops 2013
 
22 Immutable Laws of Branding
22 Immutable Laws of Branding22 Immutable Laws of Branding
22 Immutable Laws of Branding
 
Challenger Brands slideshare by DirectionGroup
Challenger Brands slideshare by DirectionGroup Challenger Brands slideshare by DirectionGroup
Challenger Brands slideshare by DirectionGroup
 
BRAND & PACKAGING
BRAND & PACKAGINGBRAND & PACKAGING
BRAND & PACKAGING
 
What's in a name? Eight best practices for creating a successful name brand
What's in a name? Eight best practices for creating a successful name brandWhat's in a name? Eight best practices for creating a successful name brand
What's in a name? Eight best practices for creating a successful name brand
 
Are You a Challenger Brand?
Are You a Challenger Brand?Are You a Challenger Brand?
Are You a Challenger Brand?
 
Brand building
Brand buildingBrand building
Brand building
 
Creating Customer Value with Derek Hendrikz
Creating Customer Value with Derek HendrikzCreating Customer Value with Derek Hendrikz
Creating Customer Value with Derek Hendrikz
 
2.11.12 Branding 101 Final
2.11.12 Branding 101  Final2.11.12 Branding 101  Final
2.11.12 Branding 101 Final
 

Viewers also liked

Personal branding laws ofpower_group 7
Personal branding laws ofpower_group 7Personal branding laws ofpower_group 7
Personal branding laws ofpower_group 7Sameer Mathur
 
law of publicity
law of publicitylaw of publicity
law of publicitymyuncle
 
law of contraction
law of contractionlaw of contraction
law of contractionmyuncle
 
Models of brand building
Models of brand buildingModels of brand building
Models of brand buildingSoumitra Kisku
 
Immutable laws of branding
Immutable laws of brandingImmutable laws of branding
Immutable laws of brandingJoydeep Hazarika
 
Brand Valuation Methodology
Brand Valuation MethodologyBrand Valuation Methodology
Brand Valuation MethodologyJulia Orsa
 
Building Brand Equity
Building Brand EquityBuilding Brand Equity
Building Brand EquityJulia Orsa
 
Discover The Top 10 Types Of Colleagues Around You
Discover The Top 10 Types Of Colleagues Around YouDiscover The Top 10 Types Of Colleagues Around You
Discover The Top 10 Types Of Colleagues Around YouAnkur Tandon
 
10 future workplace trends
10 future workplace trends10 future workplace trends
10 future workplace trendsCPA Australia
 
The Art of Principled Negotiation - Academy Xi THINK
The Art of Principled Negotiation - Academy Xi THINKThe Art of Principled Negotiation - Academy Xi THINK
The Art of Principled Negotiation - Academy Xi THINKDentsu Aegis Network
 
Marketing ethics
Marketing ethicsMarketing ethics
Marketing ethicsclawtin09
 
integrated marketing communication
integrated marketing communicationintegrated marketing communication
integrated marketing communicationTushar Narula
 
How Your Global Company Can Change The World
How Your Global Company Can Change The WorldHow Your Global Company Can Change The World
How Your Global Company Can Change The WorldForeign Staffing, Inc.
 
The Shift: UX Designer as Business Consultant (2016)
The Shift: UX Designer as Business Consultant (2016)The Shift: UX Designer as Business Consultant (2016)
The Shift: UX Designer as Business Consultant (2016)Erin 'Folletto' Casali
 
11 big strategy ideas
11 big strategy ideas11 big strategy ideas
11 big strategy ideasCPA Australia
 

Viewers also liked (20)

Personal branding laws ofpower_group 7
Personal branding laws ofpower_group 7Personal branding laws ofpower_group 7
Personal branding laws ofpower_group 7
 
law of publicity
law of publicitylaw of publicity
law of publicity
 
law of contraction
law of contractionlaw of contraction
law of contraction
 
Models of brand building
Models of brand buildingModels of brand building
Models of brand building
 
Immutable laws of branding
Immutable laws of brandingImmutable laws of branding
Immutable laws of branding
 
Brand Valuation Methodology
Brand Valuation MethodologyBrand Valuation Methodology
Brand Valuation Methodology
 
Building Brand
Building BrandBuilding Brand
Building Brand
 
Building Brand Equity
Building Brand EquityBuilding Brand Equity
Building Brand Equity
 
Brand Equity
Brand EquityBrand Equity
Brand Equity
 
20 Questions for Business Leaders
20 Questions for Business Leaders20 Questions for Business Leaders
20 Questions for Business Leaders
 
9 Questions Every Business Needs to Ask
9 Questions Every Business Needs to Ask9 Questions Every Business Needs to Ask
9 Questions Every Business Needs to Ask
 
Discover The Top 10 Types Of Colleagues Around You
Discover The Top 10 Types Of Colleagues Around YouDiscover The Top 10 Types Of Colleagues Around You
Discover The Top 10 Types Of Colleagues Around You
 
10 future workplace trends
10 future workplace trends10 future workplace trends
10 future workplace trends
 
MARKETING SMACKDOWN: Hiring In-House Talent VS Hiring A Marketing Agency
MARKETING SMACKDOWN: Hiring In-House Talent VS Hiring A Marketing AgencyMARKETING SMACKDOWN: Hiring In-House Talent VS Hiring A Marketing Agency
MARKETING SMACKDOWN: Hiring In-House Talent VS Hiring A Marketing Agency
 
The Art of Principled Negotiation - Academy Xi THINK
The Art of Principled Negotiation - Academy Xi THINKThe Art of Principled Negotiation - Academy Xi THINK
The Art of Principled Negotiation - Academy Xi THINK
 
Marketing ethics
Marketing ethicsMarketing ethics
Marketing ethics
 
integrated marketing communication
integrated marketing communicationintegrated marketing communication
integrated marketing communication
 
How Your Global Company Can Change The World
How Your Global Company Can Change The WorldHow Your Global Company Can Change The World
How Your Global Company Can Change The World
 
The Shift: UX Designer as Business Consultant (2016)
The Shift: UX Designer as Business Consultant (2016)The Shift: UX Designer as Business Consultant (2016)
The Shift: UX Designer as Business Consultant (2016)
 
11 big strategy ideas
11 big strategy ideas11 big strategy ideas
11 big strategy ideas
 

Similar to 22 immutable laws_of_marketing

Immutable laws of marketing
Immutable laws of marketingImmutable laws of marketing
Immutable laws of marketingScott Wendling
 
Casro presentation v2
Casro presentation v2Casro presentation v2
Casro presentation v2Steve Henke
 
Why International marketers fail 2013
Why International marketers fail 2013Why International marketers fail 2013
Why International marketers fail 2013doubletriple-fbm
 
The 22 Immutable Laws Of Marketing
The 22 Immutable Laws Of MarketingThe 22 Immutable Laws Of Marketing
The 22 Immutable Laws Of MarketingLakesia Wright
 
15 reality check for pitch presentation
15 reality check for pitch presentation15 reality check for pitch presentation
15 reality check for pitch presentationpresentonomics
 
10 best tips for driving turnaround change
10 best tips for driving turnaround change10 best tips for driving turnaround change
10 best tips for driving turnaround changeMatt Jackson
 
15 common fundraising mistakes (based on 5000+ startups)
15 common fundraising mistakes (based on 5000+ startups)15 common fundraising mistakes (based on 5000+ startups)
15 common fundraising mistakes (based on 5000+ startups)Kirill Mazur
 
Ontario Venture Summit Keynote
Ontario Venture Summit KeynoteOntario Venture Summit Keynote
Ontario Venture Summit KeynoteMark Ruddock
 
15 Strategic Incubator Minutes w/ Pamela Slim
15 Strategic Incubator Minutes w/ Pamela Slim15 Strategic Incubator Minutes w/ Pamela Slim
15 Strategic Incubator Minutes w/ Pamela SlimThe Strategic Incubator
 
Navigating Uncertainty when Launching New Ideas
Navigating Uncertainty when Launching New IdeasNavigating Uncertainty when Launching New Ideas
Navigating Uncertainty when Launching New Ideashopperomatic
 
Where to start with competitive intelligence
Where to start with competitive intelligenceWhere to start with competitive intelligence
Where to start with competitive intelligenceGraeme Dixon
 
16 MLM Lessons I Learned in the Past 16 Years
16 MLM Lessons I Learned in the Past 16 Years16 MLM Lessons I Learned in the Past 16 Years
16 MLM Lessons I Learned in the Past 16 YearsCharles Holmes
 
Start-Up Culture Code Manifesto — Probably the most important document you’ll...
Start-Up Culture Code Manifesto — Probably the most important document you’ll...Start-Up Culture Code Manifesto — Probably the most important document you’ll...
Start-Up Culture Code Manifesto — Probably the most important document you’ll...Bharat Sethi
 

Similar to 22 immutable laws_of_marketing (20)

22 laws marketing
22 laws marketing22 laws marketing
22 laws marketing
 
Immutable laws of marketing
Immutable laws of marketingImmutable laws of marketing
Immutable laws of marketing
 
Casro presentation v2
Casro presentation v2Casro presentation v2
Casro presentation v2
 
The 6 Worst Decisions Sales Leaders Make
The 6 Worst Decisions Sales Leaders MakeThe 6 Worst Decisions Sales Leaders Make
The 6 Worst Decisions Sales Leaders Make
 
Why International marketers fail 2013
Why International marketers fail 2013Why International marketers fail 2013
Why International marketers fail 2013
 
2013 21 tips
2013 21 tips2013 21 tips
2013 21 tips
 
The 22 Immutable Laws Of Marketing
The 22 Immutable Laws Of MarketingThe 22 Immutable Laws Of Marketing
The 22 Immutable Laws Of Marketing
 
15 reality check for pitch presentation
15 reality check for pitch presentation15 reality check for pitch presentation
15 reality check for pitch presentation
 
10 best tips for driving turnaround change
10 best tips for driving turnaround change10 best tips for driving turnaround change
10 best tips for driving turnaround change
 
15 common fundraising mistakes (based on 5000+ startups)
15 common fundraising mistakes (based on 5000+ startups)15 common fundraising mistakes (based on 5000+ startups)
15 common fundraising mistakes (based on 5000+ startups)
 
Ontario Venture Summit Keynote
Ontario Venture Summit KeynoteOntario Venture Summit Keynote
Ontario Venture Summit Keynote
 
15 Minutes
15 Minutes15 Minutes
15 Minutes
 
15 Incubator Minutes
15 Incubator Minutes15 Incubator Minutes
15 Incubator Minutes
 
15 Strategic Incubator Minutes w/ Pamela Slim
15 Strategic Incubator Minutes w/ Pamela Slim15 Strategic Incubator Minutes w/ Pamela Slim
15 Strategic Incubator Minutes w/ Pamela Slim
 
Navigating Uncertainty when Launching New Ideas
Navigating Uncertainty when Launching New IdeasNavigating Uncertainty when Launching New Ideas
Navigating Uncertainty when Launching New Ideas
 
20 quotes
20 quotes20 quotes
20 quotes
 
Jonathan Fields, 15 Minutes
Jonathan Fields, 15 MinutesJonathan Fields, 15 Minutes
Jonathan Fields, 15 Minutes
 
Where to start with competitive intelligence
Where to start with competitive intelligenceWhere to start with competitive intelligence
Where to start with competitive intelligence
 
16 MLM Lessons I Learned in the Past 16 Years
16 MLM Lessons I Learned in the Past 16 Years16 MLM Lessons I Learned in the Past 16 Years
16 MLM Lessons I Learned in the Past 16 Years
 
Start-Up Culture Code Manifesto — Probably the most important document you’ll...
Start-Up Culture Code Manifesto — Probably the most important document you’ll...Start-Up Culture Code Manifesto — Probably the most important document you’ll...
Start-Up Culture Code Manifesto — Probably the most important document you’ll...
 

22 immutable laws_of_marketing