The 22 Immutable Laws of Marketing
As a marketer, I feel a certain pride to be able to present under the heading of two strategic marketing gurus, whose contributions not simple and logical have positioned themselves at the top of management.
The so – called Twenty – two immutable laws of marketing that indicated below were written by Jack Trout and Al Ries and published by McGraw-Hill:
- Law of leadership. It is better to be first than to be the best.
- Act category. If you can not be first in a category, create a new in which it can be.
- Law of mind. It is better to be first in mind than in the point of sale.
- Act perception. Marketing is not a battle of products but perceptions.
- Law approach. The most powerful principle in marketing owns a word in the minds of customers.
- Law exclusivity. Two companies can not own the same word in the minds of customers.
- Law of the stairs. The strategy to be used depends directly on the rung on the ladder deal.
- Law of duality. In the long run, every market becomes a two-horse race participant.
- Act opposite. If you choose to second place, your strategy is determined by the leader.
- Law division. Over time, a category is divided to become two or more.
- Law perspective. Marketing effects are the visible long term.
- Law of line extension. There is an irresistible pressure to extend the value of the brand.
- Law of sacrifice. It must necessarily give up one thing to get another.
- Act attributes. For each attribute, there is opposite, equally effective.
- Law openness. When you admit a negative, the prospect will be granted in exchange for something positive.
- Law uniqueness. In each situation, only one move will produce substantial results.
- Law unpredictable. Unless you write your competitors plans, you can not predict the future.
- Law of Success. Success usually precedes the arrogance, and arrogance to failure.
- Law of failure. The failure must be expected and accepted.
- Law hype. Often, the situation presents a different way as published in the press.
- Law of acceleration. Plans that succeed are not built on recent developments but on trends.
- Act resources. Without adequate funds, no idea will take off from the ground.