The 22 Immutable Laws of Marketing - Deepstash
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 in...

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The 22 Immutable Laws of Marketing

The 22 Immutable Laws of Marketing

by Al Ries, Jack Trout

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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.

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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 l...

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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....

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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...

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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 exc...

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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 f...

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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 ...

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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...

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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 examp...

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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 o...

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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 ...

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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 ...

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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, inst...

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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...

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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 effor...

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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 f...

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Success often leads to arrogance, and arrogance to failure.

Objectivity is crucial. When organisations become successful, they tend to become less objective and often substi...

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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...

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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 o...

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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,...

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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...

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