The 22 Immutable Laws of Marketing - Deepstash

Bite‑sized knowledge

to upgrade

your career

Ideas from books, articles & podcasts.

published 22 ideas

The 22 Immutable Laws of Marketing

The 22 Immutable Laws of Marketing

by Al Ries, Jack Trout

The Law of Leadership

It's better to be first than it is to be better.

  • In marketing, the fundamental issue is creating a category you can be first in. It's easier to get into the mind first than to try to change someone's mind that you have a better product.
  • Not ...

27

STASHED IN:

163

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, ask what category is this new product first in. This is contrary to classic marketing thinking, which is about getting people to prefer your bran...

14

STASHED IN:

162

It's better to be first in the mind than it is to be first in the marketplace. Marketing is the battle of perception, not the product.

Be first in the mind as people don't like to change their minds. Once the mind is made up, it seldom changes.

17

STASHED IN:

162

Marketing is not a battle of products but a battle of perception.

There are no best products. It's all an illusion. What exists are perceptions in the minds of the customer.

The logical way to think is that you'll succeed based on the merits of the product. But it i...

13

STASHED IN:

165

The most powerful concept in marketing is owning a word in the prospect's mind.

The word should not be complicated or invented. Simple words are the best. The leader owns the word that stands for the category.

If you're not a leader, your word must...

9

STASHED IN:

160

Two companies cannot own the same word in the prospect's mind.

It is futile to try and own the same word as a competitor. Yet, many companies continue to defy the law of exclusivity, thereby often reinforcing the competitor's position.

7

STASHED IN:

157

The strategy to use depends on which rung you occupy on the ladder.

It is not all over if you fail to be the first in the prospect's mind. There are also strategies to use for No. 2 and No. 3 brands.

Not all products are equal. Your marketing strategy should focus o...

8

STASHED IN:

157

In the long run, every market becomes a two-horse race.

A new category may have many rungs in the beginning. But, over time, the ladder has only two.

When you have a long view of marketing, the battle is often the struggle between two major players - the reliable br...

10

STASHED IN:

156

If you're shooting for second place, your strategy is determined by the leader.

Trying to establish a firm foothold on the second rung means you have to study the firm above you. Where is its strength? Can you turn it into a weakness? Discover the essence of the leader, th...

10

STASHED IN:

160

Over time, a category will divide and become two or more categories. Categories never combine.

A category starts as a single entity but breaks up into other parts. For example, computers became minicomputers, workstations, laptops, notebooks. Companies may erroneously try ...

8

STASHED IN:

156

Marketing effects take place over an extended period of time.

Marketing moves often show the same phenomenon: Long-term effects are often the direct opposite of short-term ones.

In the short term, a sale increases business, but in the long term, sales educate custom...

7

STASHED IN:

157

There's an irresistible pressure to extend the equity of a brand.

At one time, a company is deeply focused on a single product that is highly profitable, but the next moment the same company is spread thin over many products and making a loss.

  1. Marketing is a batt...

4

STASHED IN:

157

You have to give up something in order to get something.

If you want to be successful, you should sacrifice the following:

  • Product line. Where is it written that the more you have to sell, the more you sell? If you want to be successful, you h...

9

STASHED IN:

159

For every attribute, there is an opposite, effective attribute.

It's far better to search for an opposite attribute that will enable you to play off against the leader, instead of being similar to the leader.

Marketing is the battle of ideas. To succeed, you must ha...

8

STASHED IN:

158

When you admit a negative, the prospect will give you the positive.

The most effective way to get into a prospect's mind is to admit a negative, then turn it into a positive.

Honesty works well in the marketing process:

  • Candour is very disarming...

8

STASHED IN:

158

In each situation, only one move will produce substantial results.

The only thing that works in marketing is a single, bold stroke, not the sum total of a lot of small efforts.

In marketing, there is only one place where a competitor is vulnerable. And that place sh...

7

STASHED IN:

157

Unless you write your competitor's plans, you can't predict the future.

Marketing plans based on what will happen in the future are usually wrong. One reason for marketing failure is the failure to forecast competitive reaction.

  • A short-term plan is to come u...

7

STASHED IN:

155

Success often leads to arrogance, and arrogance to failure.

Objectivity is crucial. When organisations become successful, they tend to become less objective and often substitute their judgment for what the market wants.

The ego is helpful as a driving force in build...

7

STASHED IN:

156

Failure is to be expected and accepted. Admitting a mistake and not dealing with it is bad for your career. So instead, recognise failure early and cut your losses.

Too many companies try to save the situation instead of dropping things.

8

STASHED IN:

156

The situation is often the opposite of the way it appears in the press.

The only time you need hype is when you're in trouble. The only revolutions you can predict are the ones that have already started.

The front page won't give you clues to the future. For that, y...

7

STASHED IN:

157

Successful programs are not built on fads, they’re built on trends.

  • A fad is a wave, but a trend is a tide.
  • A fad is very visible and gets lots of publicity, but a trend is almost invisible and powerful in the long run.
  • A fad is short-lived, and wh...

6

STASHED IN:

157

Without adequate funding an idea won't get off the ground.

Marketing is a game fought in the mind of the prospect. You need money to get into a mind and money to stay in the mind.

Ideas without money are almost worthless. Use your idea to find the money. Marketing s...

7

STASHED IN:

157

0 Comments

Discover and save more ideas by creating a

FREE

Deepstash account.

Develop a

reading habit

, save

time

and create an amazing

knowledge library

.

GET THE APP:

MORE LIKE THIS

How do companies –– in different countries and industries –– all achieve breakthrough performance when the odds are stacked against them? The answer: By applying The Three Laws of Performance and thereby re-writing their futures. Authors Steve Zaffrron and Dave Logan crack the code on rewriting the future for people and organizations, elevating performance to unprecedented levels.

7 IDEAS

1 Comment

How do I describe my love for this book? It completely changed my view of marketing. He says it is "seeing what others see. Building tension. Aligning with tribes. Creating ideas that spread. It means doing the hard work of becoming driven by the market and working with (your part of) that market.” Seth Godin is indeed the Father of Modern Marketing.

7 IDEAS