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The 22 Immutable Laws of Marketing Summary
About The 22 Immutable Laws of Marketing Book
Flora MacDonald never sought the fame that her contemporaries and history bestowed on her. She seldom spoke of the journey over the sea to Skye with Bonnie Prince Charlie and rarely used her popularity to benefit herself during her hard life. Because of this reticence and the fact that she and her husband lost everything in North Carolina during the American War of Independence, it is difficult to write a conventional biography of her. Little was recorded of the appalling suffering of women and children during this bitter war and its aftermath, despite their hardships being much worse than that of the men who were directly involved in it. Flora endured as much as anyone, but she suffered it in silence. As a result her biographers have either ignored this period or glossed over it, but Hugh Douglas has carried out research in Scotland, North Carolina and Nova Scotia to build up a picture of these lost years. Consequently, this book is at once a biography, a social history and a detective story which is a tribute to a clan and a remarkable family within that clan.
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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 every first will be successful. There will always be first bad ideas that won't work.
- When you're introducing a new category, try to use a name that can be used generically.
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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, ask what category this product is first in. This is contrary to classic marketing thinking, which is about getting people to prefer your brand. Don't think brand. Think categories. Everyone's interest is piqued when there is something new.
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The Law of the Mind
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.
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These laws are necessary in order to develop & grow your brand or company
Law Of Leadership
It is better to be first than it is to be better.
Being first puts you at the forefront of the mind of potential consumers, your brand becomes asynchronous with being before others
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The Law Of Category
If you can't be first in a category, set up a new category you can be first in.
This ties back in to law #1, become first in your prospect's mind
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The Law Of Mind
Its better to be first in the mind than to be first in the marketplace.
Be thought of before competitors & you be thought of first in the marketplace
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The book focuses on the fundamentals of marketing and how to avoid breaking these laws.
Rules that determine success and the failure
The book focuses on the fundamentals of marketing and how to avoid breaking the law.
Each marketing law offered in the book is supplemented with clear and actual examples from the history of well-known brands (such as IBM, Coca-Cola, Xerox, Starbucks, and so on) vs examples from firms that no longer exist on the market.
As stated by the authors, Al Ries and Jack Trout, certain firms have advanced and grown in popularity, expanded their business lines, or simply improved their sales for a given range because their management found and followed the marketing rules described in the book.
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1: The Law of Leadership
Better than having a superior product to the competitors is being the first in a market.
People remember the first man on the moon and the first aviator, but no one recalls the second.
Example: Tesla, is the first electric car company to offer a long-range on its electric cars.
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2: The Law of Category
If your category already has a first, you should try to create a new category in which you may be first.
Amelia Earheart, for example, was the third person to fly solo across the Atlantic Ocean. However, she is not well-known for this. She is well known for being the first woman to do this endeavor. As a result, by inventing your own category, you may become renowned and profitable.
Note: Law of Category is similar to the Blue Ocean Strategy concept.
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