The 22 Immutable Laws of Marketing

Violate Them at Your Own Risk!

Law of Leadership

It's better to first than it is to be better

The secret of success is getting into the prospects mind first

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 the first question to ask yourself is...

"What category is this product first in?"

The Law of Mind

It's better to be first in the mind than to be first in the marketplace

To make a big impressionyou have to blast your way into the mind

The Law of Perception

Marketing is not a battle of products, it's a battle of perceptions

Perception is reality.Everything else is just an illusion

The Law of Focus

The most powerful concept in marketing is owning a word in the prospects mind

You "burn" your way into the mindBy narrowing the focus to a single word or concept

It's the ultimate marketing sacrifice

The Law of Exclusivity

Two companies cannot own the same word in the prospects mind

When a competitor owns a word or position in the prospects mind it is futile

to attempt to own the same word

The Law of The Ladder

The strategy to use depends on which rung you occupy on the ladder

Know your position on the ladder and

act accordingly

The Law of Duality

In the long run, every market becomes a two horse race

If you're not in the top two of your category you should find another category

where you can be

The Law of the Opposite

If you're shooting for second place, your strategy is determined by the leader

Don't try to be better than number one

Be different. Be the alternative.

KillsGerms

TastesGreat

The Law of Division

Over time, a category will divide and become two or more categories

The way for a leader to maintain its dominance is to address each emerging category with a different brand name

The Law of Perspective

Marketing effects take place over anextended period of time

It looks easy, but marketing is not a game for amateurs

The Law of Line Extension

There's an irresistible pressure to extend the equity of the brand

In spite of evidence that line extensions don't work, companies continue to pump

them out

The Law of Sacrifice

You have to give up something in order to get something

Where is it written that the more you have to sell, the more you sell?

Where is it written that you have to appeal to everyone?

Where is it written that you have to change your strategy every year at budget review time?

The Law of Attributes

For every attribute, there is an opposite, effective attribute

Your job is to seize a different attribute, dramatize the value of your attribute, and

increase your share

FIGHTS CAVITIES

TASTESGREAT

FRESHBREATH

The Law of Candor

When you admit a negative, the prospect will give you a positive

Every negative statement you make about yourself is instantly accepted

as truth.

Marketing is often a search for the obvious

The Law of Singularity

In each situation, only one move will produce substantial results

To find that singular idea or concept, marketing managers have to know what's

happening in their marketplace

You can't do that from headquarters

The Law of Unpredictability

Unless you write your competitors plans, you can't predict the future

No one can predict the future with any degree of certainty. Nor should your

marketing plan

Focus on finding your one word or phrase

Then build a long term marketing program to maximize your word or phrase

The Law of Success

Success often leads to arrogance,and arrogance to failure

Ego is the enemy of successful marketing

A brand gets famous because you followed the laws of marketing

The Law of Failure

Failure is to be expected and accepted

Too many companies try to fix things rather than drop things

A better strategy is to recognize failure early and cut your losses

"Of the Thirty-Six Stratagems, fleeing is best" ( 三十六计，走为上计 )

The Law of Hype

The situation is often the opposite of the way it appears in the press

Real revolutions arrive unannounced in the middle of the night and kind of sneak

up on you

The Law of Acceleration

Successful programs are not built on fads,they're built on trends

Forget fads.And when they appear try to dampen

them

The best most profitable thing to ride in marketing is a long-term trend

The Law of Resources

Without adequate fundingan idea won't get off the ground

Even the best idea in the world won't go very far without the money to get it off

the ground

You need money to get into a mind andyou need money to stay in the mind

once you get there

WarningMany of these laws fly in the face of corporate

ego, conventional wisdom and Malcolm Baldrige awards

Use at your own risk

1.The Law of Leadership2.The Law of the Category3.The Law of the Mind4.The Law of Perception5.The Law of Focus6.The Law of Exclusivity7.The Law of the Ladder8.The Law of Duality9.The Law of the Opposite10. The Law of Division11. The Law of Perspective

12.The Law of Line Extension13. The Law of Sacrifice14. The Law of Attributes15. The Law of Candor16. The Law of Singularity17. The Law of Unpredictability18. The Law of Success19. The Law of Failure20. The Law of Hype21. The Law of Acceleration22. The Law of Resources

The 22 Immutable Laws of Marketing -- Al Ries & Jack Trout

“Read the book”