The 22 Immutable Laws of Marketing Violate Them at Your Own Risk!
Sep 14, 2014
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 impressionyou 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 mindBy 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.
KillsGerms
TastesGreat
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 anextended 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 everyone?
Where is it written that you have to change your strategy every year at budget review time?
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
TASTESGREAT
FRESHBREATH
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 obvious
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 that from headquarters
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 or phrase
Then build a long term marketing program to maximize your word or phrase
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 losses
"Of the Thirty-Six Stratagems, fleeing is best" ( 三十六计,走为上计 )
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 trend
The Law of Resources
Without adequate fundingan 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 mind andyou need money to stay in the mind
once you get there
WarningMany of these laws fly in the face of corporate
ego, conventional wisdom and Malcolm Baldrige awards
Use at your own risk
1.The Law of Leadership2.The Law of the Category3.The Law of the Mind4.The Law of Perception5.The Law of Focus6.The Law of Exclusivity7.The Law of the Ladder8.The Law of Duality9.The Law of the Opposite10. The Law of Division11. The Law of Perspective
12.The Law of Line Extension13. The Law of Sacrifice14. The Law of Attributes15. The Law of Candor16. The Law of Singularity17. The Law of Unpredictability18. The Law of Success19. The Law of Failure20. The Law of Hype21. The Law of Acceleration22. The Law of Resources
The 22 Immutable Laws of Marketing -- Al Ries & Jack Trout
“Read the book”