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:

1. It is better to be first than it is to be better.
2. If you can’t be first in a category, set up a new category you can be first in.
3. It is better to be first in the mind than to be first in the marketplace.
4. Marketing is not a battle of products, it is a battle of perceptions.
5. The most powerful concept in marketing is owning a word in the prospects mind.
6. Two companies cannot own the same word in the prospect’s mind.
7. The strategy to use depends on which rung you occupy on the ladder.
8. In the long run every market becomes a two horse race.
9. If you are shooting for second place, your strategy is determined by the leader.
10. Over time a category will divide and become two more categories.
11. Marketing effects takes place over an extended period of time.
12. There is an irresistible pressure to extend the equity of the brand.
13. You have to give up something to get something.
14. For every attribute, there is an opposite, effective attribute.
15. When you admit a negative, the prospect will give you a positive.
16. In each situation, only one move will produce substantial results.
17. Unless you write your competitor’s plans, you can’t predict the future.
18. Success often leads to arrogance, and arrogance to failure.
19. Failure is to be expected and accepted.
20. The situation is often opposite the way it appears in the press.
21. Successful programs are not built on fads, they’re built on trends.
22. Without adequate funding, an idea won’t get off the ground.