Part 3 of the 4 part series

THE LAW OF LEADERSHIPIt’s better to be first than it is to be betterTHE LAW OF THE CATEGORYIf you can’t be first in a category, set up a new category you can be first inTHE LAW OF THE MINDIt’s better to be first in the mind than it is to be first in the marketplace

THE LAW OF FOCUSThe most powerful concept in marketing is owning a word in the prospect’s mindTHE LAW OF EXCLUSIVITYTwo companies cannot own the same word in the prospect’s mind.THE LAW OF THE LADDERThe strategy to use depends on which rung you occupy on the ladder.

THE LAW OF PERCEPTIONMarketing is not a battle of products, it’s a battle of perception

Recap

THE LAW OF DUALITYIn the long run, every market becomes a two-horse race.

THE LAW OF THE OPPOSITEIf you’re shooting for second place, your strategy is determined by the leader.THE LAW OF DIVISIONOver time, a category will divide and become two or more categories.THE LAW OF PERSPECTIVEMarketing effects take place over an extended period of time.THE LAW OF LINE EXTENSIONThere’s and irresistible pressure to extend the equity of a brand.

THE LAW OF SACRIFICEYou have to give up something in order to get something.

SACRIFICE…

Product/service Target market Constant change

THE LAW OF ATTRIBUTESFor every attribute, there is an opposite, effective attribute.

All round family protection

Protection for kids Vegetarian toothpaste Mouthwash

Strong teeth Tooth ache

Some attributes are more important to customers than others

You must try and own the most important attribute

THE LAW OF CANDORWhen you admit a negative, the prospect will give you a positive.

Positive thinking has been highly overrated

When a company starts a message by admitting a problem, people tend to, almost instinctively, open their minds.

The law of candor must be used carefully and with great skill.

You have to shift quickly to the positive.

The purpose of candor isn’t to apologize. The purpose of candor is to set up a benefit that will convince your prospect

THE LAW OF SINGULARITYIn each situation, only one move will produce substantial results.

Polyester

Petrochemicals

Natural gas

Crude oil

Retail

Reliance Life Sciences

Steel trading company

General-purpose utility vehicles – Willy’s jeep

Multi-purpose utility vehicles

Light commercial vehicles

Tractors

History teaches that the only thing that works in marketing is the single, bold stroke

It’s hard to find that single move if you’re hanging around headquarters and not involved in the process

THE LAW OF UNPREDICTABILITYUnless you write your competitors’ plans, you can’t predict the future.

Implicit in most marketing plans is an assumption about the future. Yet marketing plans based on what will happen in the future are usually wrong.

Nobody will use photo copy machines, its too expensive!

GUI is a fad, it wouldn’t get popular

Officevision will help us conquer the office space

END OF PART 3