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The 22 Immutable Laws of Marketing Understanding Market Laws and Building Powerful Strategies |
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Source: The 22 Immutable Laws of Marketing, Al Ries & Jack Trout. Executive Summary by Vadim Kotelnikov
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"People will buy anything that's one to a customer." – Lewis' Law |
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The Law of:
Leadership | Category | Ladder | Duality | Perception | Focus | Extension | Exclusivity | Division | Emotion | Attributes |
Candor | Sacrifice | Success | Failure | Unpredictability | Hype | Acceleration | Perspective | Opposite | Origin | Resources
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No |
The Law of: |
The Key Message |
Executive Summary |
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1 |
The Leadership |
It's better to be the first than it is to be better.
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Being first in any category is going to give you the edge – being first comes from being first. It's much easier to get into the mind of consumers first that try to convince people you have a better product or service than the one that did get there first. Improvements are always made to product/service inventions and innovations but the first in has a head start. Once you are the leader, a position mostly gained by being first, it is pretty hard for competitors to dislodge you, as long as you keep your products up to date and of comparable quality. Further, the first in to the market has the opportunity to have its brand name adopted as the generic category name. Once you are first and get the consumers to buy your brand, often they won't bother to switch. People tend to stick with what they've got. |
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2 |
The Category |
If you can't be first in a category, change the nature of the category or set up a new category you can be first in. |
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3 |
The Ladder |
The strategy to use depends on which rung you occupy on the ladder. |
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4 |
In the long run, every market becomes a two-horse race. |
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5 |
The Mind and Perception |
Marketing is not a battle of products, it's a battle of perceptions; and sometimes it's better to be first in the mind than to be first in the marketplace. |
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6 |
The most powerful concept in marketing is owning a word in the prospect's mind. |
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7 |
There's an irresistible pressure to extend the equity of the brand. |
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8 |
Exclusivity and Superiority |
Owning a superior position in the customer's mind is vital; marketing is a continuous search for exclusivity. |
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9 |
Over time, a category will divide and become two or more categories. |
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10 |
The Heart (Emotion) |
Marketing strategies without emotion will not work. |
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11 |
When you have to focus on attributes, for every one of them, there is an opposite and effective attribute. |
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12 |
When you admit a negative, the prospect will give you a positive. |
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13 |
You have to give something up in order to get something. |
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14 |
Success often leads to arrogance, and arrogance to failure. |
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15 |
Failure is to be expected and accepted. |
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16 |
Unless you write your competitors' plans, you can't predict the future. |
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17 |
The situation is often the opposite of the way it appears in the press. |
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18 |
Successful programs are not built on fads, they're built on trends. |
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19 |
Marketing effects take place over an extended period of time. |
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20 |
The Opposite |
If you are shooting for second place, your strategy is determined by the leader. |
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21 |
Where brands come from is often more important than how good they are. |
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22 |
Without adequate funding and expertise an idea won't get off the ground, and a brand cannot be built. |
