Them At Yo... | Immutable Laws Of Marketing: Violate
Violating these laws usually leads to "marketing arrogance"—the belief that the brand name alone is what sells, rather than the position that name holds.
It’s better to be first than it is to be better. People remember Neil Armstrong; few remember the second person on the moon. In marketing, being the first brand in a new category is the ultimate shortcut to the consumer's mind. Immutable Laws of Marketing: Violate Them at Yo...
Being first in the marketplace is important, but being first in the mind is everything. If you aren't first in a category, you need to find a way to be first in a specific niche or "ladder" rung within the prospect's head. In marketing, being the first brand in a
The 22 Immutable Laws of Marketing by Al Ries and Jack Trout is essentially the "gravity" of the business world—you don't have to believe in them, but you’ll certainly feel the impact when you fall. The 22 Immutable Laws of Marketing by Al
The most powerful concept in marketing is owning a single word in the prospect’s mind. Volvo owns "Safety." FedEx owns "Overnight." If you try to own everything, you end up owning nothing.
This is the one most often violated. When a company is successful with one product (e.g., A1 Steak Sauce), they often try to put that name on everything else (A1 Poultry Sauce). It almost always dilutes the original brand's power.
Here are a few heavy hitters from the book that still dominate today:
Violating these laws usually leads to "marketing arrogance"—the belief that the brand name alone is what sells, rather than the position that name holds.
It’s better to be first than it is to be better. People remember Neil Armstrong; few remember the second person on the moon. In marketing, being the first brand in a new category is the ultimate shortcut to the consumer's mind.
Being first in the marketplace is important, but being first in the mind is everything. If you aren't first in a category, you need to find a way to be first in a specific niche or "ladder" rung within the prospect's head.
The 22 Immutable Laws of Marketing by Al Ries and Jack Trout is essentially the "gravity" of the business world—you don't have to believe in them, but you’ll certainly feel the impact when you fall.
The most powerful concept in marketing is owning a single word in the prospect’s mind. Volvo owns "Safety." FedEx owns "Overnight." If you try to own everything, you end up owning nothing.
This is the one most often violated. When a company is successful with one product (e.g., A1 Steak Sauce), they often try to put that name on everything else (A1 Poultry Sauce). It almost always dilutes the original brand's power.
Here are a few heavy hitters from the book that still dominate today:
