22 Imuteable Laws Of Marketing
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22 Imuteable Laws Of Marketing
The 22 Immutable Laws of Marketing
The Law of Leadership The Law of Category The Law of the Mind The Law of Perception The Law of Focus The Law of Exclusivity The Law of the Ladder The Law of Duality The Law of the Opposite The Law of Division The Law of Perspective The Law of Extension The Law of Sacrifice The Law of Attributes The Law of Candor The Law of Singularity The Law of Unpredictability The Law of Success The Law of Failure The Law of Hype The Law of Acceleration The Law of Resources It’s better to be first than it is to be better If you can’t be first in a category, set up a new category you can be first in It’s better to be first in the mind than to be first in the marketplace Marketing is not a battle of products, it’s a battle of perception The most powerful concept in marketing is owning a word in the prospects mind Two companies cannot own the same word in the prospects mind The strategy to use depends on which ring you occupy on the ladder In the long run, every market becomes a two-horse race If you’re shooting for second place, your strategy is determined by the leader Over time, a category will divide and become two or more categories Marketing effects take place over an extended period of time There’s an irresistible pressure to extend the equality of the brand You have to give up something in order to get something For every attribute, there is an opposite, effective attribute When you admit a negative, the prospect will give you a positive In each situation, only one move will produce substantial results Unless you write your competitors’ plans, you can’t predict the future Success often leads to arrogance, and arrogance to failure Failure is to be expected and accepted The situation is often the opposite of the way it appears in the press Successful programs are not built on fads, they’re built on trends Without adequate funding an idea won’t get off the ground
Book Source: The 22 Immutable Laws of Marketing by Al Reis & Jack Trout
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