27 Feb 2019
The 22 Immutable laws of Marketing – By Al Ries and Jack Trout
Al Ries and Jack Trout the legendary marketing gurus put forward following 22 laws of marketing:
- It is 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 is better to be first in the mind than to be first in the marketplace.
- Marketing is not a battle of products, it is a battle of perceptions.
- The most powerful concept in marketing is owning a word in the prospects mind.
- Two companies cannot own the same word in the prospect’s mind.
- The strategy to use depends on which rung you occupy on the ladder.
- In the long run every market becomes a two horse race.
- If you are shooting for second place, your strategy is determined by the leader.
- Over time a category will divide and become two more categories.
- Marketing effects takes place over an extended period of time.
- There is an irresistible pressure to extend the equity of the brand.
- You have to give up something 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 competitor’s 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 opposite 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.