|
1 |
Leadership |
It's better
to be the first than it is
to be better.
>>> |
|
2 |
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.
>>> |
|
3 |
Ladder |
The
strategy to use depends on which
rung you occupy on the ladder.
>>> |
|
4 |
Duality |
In the long run, every market becomes a
two-horse race.
>>> |
|
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.
>>> |
|
6 |
Focus |
The most powerful concept in
marketing,
is owning a word in the prospect's mind. |
|
7 |
Extension |
There's an irresistible pressure to
extend the
equity of the brand. |
|
8 |
Exclusivity and Superiority |
Owning a superior position in the
customer's mind is vital; marketing is a continuous search for exclusivity. |
|
9 |
Division |
Over time, a category will divide and
become two or more categories. |
|
10 |
The Heart (Emotion) |
Marketing strategies without
→
emotion
will not work.
>>> |
|
11 |
Attributes |
When you have to focus on attributes,
for every one of them, there is an opposite and effective attribute. |
|
12 |
Candor |
When you admit a negative, the prospect
will give you a positive. |
|
13 |
Sacrifice |
You have to give something up in order
to get something. |
|
14 |
Success |
Success often leads to arrogance, and
arrogance to failure. |
|
15 |
Failure |
→
Failure is to be expected and
→
accepted. |
|
16 |
Unpredictability |
Unless you write your
competitors'
plans, you can't predict the future. |
|
17 |
Hype |
The situation is often the opposite of
the way it appears in the press. |
|
18 |
Acceleration |
Successful programs are not built on
fads, they're built on
trends. |
|
19 |
Perspective |
Marketing effects take place over an
extended period of time. |
|
20 |
The Opposite |
If you are shooting for second place,
your
strategy is determined by the leader. |
|
21 |
Origin |
Where brands come from is often more
important than how good they are. |
|
22 |
Resources |
Without adequate funding and expertise
an idea won't get off the ground, and a brand cannot be built. |
