Focus on a single, powerful word if possible.Ħ) The law of exclusivity – It’s hard for two competing companies to own the same word in the mind of the consumer. Protect your word and continue to brand and focus on the law of the mind. If you’re not first or a current leader, you need to reduce the scope of your operations and focus. all need to factor into this.ĥ) The law of focus – Own a word in the mind of your prospect. This is all good, but marketers need to sell the product around what people want and perceive. Do not focus on the facts, “the truth” and the features. They had a simple, easy to remember name and a focused, creative ad plan.Ĥ) The law of perception – It’s not a battle of products. Apple got off the ground with very little money.
Being first in the mind is most important when possible. (Examples: multimedia computer, magazine for mature women, Clothes for tall people, etc.)ģ) The law of the mind – Modifies the law of leadership. If you can’t be first in a category just create your own new category. My notes (Chris Anuman’s notes actually) on The 22 Immutable Laws of Marketing by Al Ries and Jack Troutġ) The law of leadership – it’s better to be first than it is to be better – marketing is the battle of perception, not products.Ģ) The law of the category – Promote the category.
#22 immutable laws of marketing category series#
I also came across a very interesting series of articles arguing that these laws are overturned in the present day that’s worth a look at. I found the notes of Chris Anuman which were better than mine so that’s what you’ll see below.
#22 immutable laws of marketing category pdf#
It’s not available on Kindle which is annoying but there are a few pdf versions floating around. It’s a very easy read – each of the 22 chapters are only a couple of pages each.
This book is very old now: 1994, but much of the advice is still pretty good.
0 kommentar(er)
