The 22 Immutable Laws of Marketing -[Al Ries and Jack Trout]

[Mario Ferreira]

The 22 Immutable Laws of Marketing

- [by Al Ries and Jack Trout, published by Harper Collins Business]

1. The Law of Leadership
Being first gives you an incredible edge.

2. The Law of Category
If you cannot be first in a category, set up a new category in which you can be first.

3. The Law of the Mind
It is better to be first in the mind that to be first in the marketplace.

4. The Law of Perception
Marketing is not a battle of products, it is a battle of perceptions.

5. The Law of Focus
The most powerful concept in marketing is owning a word in the prospect's mind, the way the BMW owns 'driving' or DHL owns 'worldwide'.

6. The Law of Exclusivity
Two companies cannot own the same word in the prospect's mind.

7. The Law of the Ladder
Each product category has a ladder that ranks the brands in the category and the marketing strategy to use depends on which rung you occupy in the ladder.

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

9. The Law of the Opposite
Try to take the opposite marketing position than that of the leader in a product category.

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

11. The Law of Perspective
Marketing effects take place over an extended period of time.

12. The Law of Line Extension.
Try to resist the pressure to leverage new products off of an existing brand, as this only ends up diluting the power of original brand in the long run.

13. The Law of Sacrifice
You have to give up something in order to get something.

14. The Law of Attributes
Seek out your own unique product attribute to build on the law of exclusivity.

15. The Law of Candour
When you admit a negative, the prospect will give you a positive.

16. The Law of Singularity
In marketing, there is usually only one place where a competitor is vulnerable and that is where you should focus your entire invading force.

17. The Law of Unpredictability
Failure to forecast competitor reaction is a major reason for marketing failures.

18. The Law of Success
Do not let success go to your head because arrogance leads to failure.

19. The Law of Failure
Not all projects will go according to plan so build flexibility into your organisation to deal with failure.

20. The Law of Hype
The situation is often the opposite of what it appears in the press.

21. The Law of Acceleration
Successful programmes are not built on fads; they are built on trends.

22. The Law of Resources
You will get further with mediocre idea and a million dollars than a great idea alone.

Information extracted from The 22 immutable laws of marketing
by Al Ries and Jack Trout, published by Harper Collins Business.
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