22 Immutable

Laws of
Marketing

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THE LAW OF LEADERSHIP

It is better to be first than
it is to be better.

Its much easier to get

into the mind first than
try to convince
someone that you
have a better product.

#2
THE LAW OF CATEGORY
If you cant be first in a
category, set up a new
category you can be first
in.

Everyone is interested in
whats new. Few people are
interested in whats better.

#3
THE LAW OF THE MIND
Its better to be first in the
mind than to be first in the
market

Being first in mind is

everything. Being first in the
market is only important in that
it allows you to get into the
mind first.

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THE LAW OF PERCEPTION
4
Marketing is not a battle
of products, its a battle
of perceptions

All that exists in the world of

marketing are perceptions in
the mind of the customer.

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THE LAW OF FOCUS
5
The most powerful concept
in marketing is owning a
word in the prospects
mind

You burn your way into the

mind by narrowing the focus to
a single word or concept.

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THE LAW OF EXCLUSIVITY
6

Two companies cannot

own the same word in the
prospects mind

When the competitor owns a

word or position in the
prospects mind, it is futile to
attempt to own the same word.

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THE LAW OF THE LADDER
7
The strategy to use
depends on which rung
you occupy on the
ladder.

Each category has its own

ladder or hierarchy, and
where your product or
service is in this hierarchy
will determine your strategic
options.

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The
8Law of Duality
In the long run, every market
becomes a two horse race

Duality is explain as two different

sides which cannot exists one
without other. Both sides are
always in a perfect equilibrium.

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The Law of the Opposite
9
If youre shooting for second
place, your strategy is
determined by the leader.

The key for #2 is to leverage an

opponents strengths into a
weakness.

#1
The Law of Division
0
Over time, a category will
divide and become two or
more categories.

The division into new

categories basically caters to
different needs and wants of
the prospect.

#1
The
1Law of Perspective
Marketing effects
take place over an
extended period of
time

Dont expect results to be

instantaneous. A successful
campaign can resonate for
years.

#1
The Law of Line Extension
2
Theres an irresistible
pressure to extend
the equity of the
brand

A company tightly focused on a

profitable product may quickly
find themselves thinly spread
over many products and losing
a lot of money.

#1
The Law of Sacrifice
3
You have to give up
something in order
to get something.

There are three areas of sacrifice:

the product line, the target market
and constant change. If you want to
be successful, you have to reduce
your product line, not expand it.

#1
The Law of Attributes
4

For every attribute, there is

an opposite, effective,
attribute.

Rule #6 dictates you must find

an attribute to own and that
attribute may just be the
opposite of the leader.

#1
The Law of Candor
5
When you admit a
negative, the
prospect will give
you a positive.

When a business practices candor it

gives the prospect a feeling of
honesty and trust. With trust come
trust and building trust with your
prospects is very important.

#1
The Law of Singularity
6
In each situation, only
one move will produce
substantial results.

History teaches that the only thing

that works in marketing is a
committed, single bold stroke that is
least expected by the competition.

#1
The Law of Unpredictability
7
Unless you write your
competitors plans, you
cant predict the future.

You can not predict the future

but you can get a handle on
trends and take advantage of
change.

#1
The Law of Success
8
Success often leads to
arrogance and
arrogance to failure.

Those that think they are market

leaders tend to substitute what
they think for what the market
wants.

#1
9Law of Failure
The
Failure is to be expected
and accepted.

Recognize failure early and cut your

losses. Sometimes it is better to drop
things and move on rather than reorg
and try again.

#2
The
T0
he Law of Hype
The situation is often
the opposite of the way
it appears in the press.

When things are going well,

you do not need hype. When
you need hype, it usually
means you are in trouble.

#2
The
T1
he Law of Acceleration
Successful programs are
not built on fads, theyre
built on trends.

A fad is a wave in the ocean,

a trend is the tide. A fad gets
a lot of hype while a trend
gets very little.

#2
The
2Law of Resources
Without adequate
funding, an idea wont
get off the ground.

The unfortunate reality is that

youll get further with a
mediocre idea and a million
dollars than with a great idea
alone.