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Marketing is about
Creating Winning Perceptions
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According to Al Ries and Jack
Trout, the authors of
22 Immutable Laws of Marketing,
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.
"An ounce of image is worth a
pound of performance,"
said
David Lee Roth.
Here
is a famous illustration of this statement.
U.S.
army is perceived by many as world's strongest one. Yet, the reality is quite
different: U.S. army lost all the three major war it launched in developing
countries – Vietnam, Iraq, and Afghanistan. The only major war the U.S. army was
among the victors of was the World War II where it joined the Soviet Army as a
junior partner when it became clear that the Soviet Army was going to win
the war anyway. Nevertheless, the
U.S. Army is perceived by many as the world's
strongest one. Why? Because movies, politicians, and mass media promote this
image. They know that "an ounce of image is worth a pound of performance."
All truth is relative – people
believe what they want to believe. What people perceive to be true that is the
truth to them. So, the task of marketers is not to change the reality, but to
establish or change consumer perceptions by using
effective marketing
strategies
and tactics.
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