THE 22 IMMUTABLE LAWS OF MARKETING

01 - The Law of Leadership

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

02 - The Law of the Category

If you can’t be first in a category, set up a new category you can be first in.

03 - The Law of the Mind

It’s better to be first in the mind than to be first in the marketplace.

04 - The Law of Perception

Marketing is not a battle of products, it’s a battle of perceptions.

05 - The Law of Focus

The most powerful concept in marketing is owning a word in the prospect’s mind.

06 - The Law of Exclusivity

Two companies cannot own the same word in the prospect’s mind.

07 - The Law of the Ladder

The strategy to use depends on which rung you occupy on the ladder.

08 - The Law of Duality

In the long run, every market becomes a two-horse race.

09 - The Law of the Opposite

If you’re shooting for second place, your strategy is determined by the leader.

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

There’s an irresistible pressure to extend the equity of the brand.

13 - The Law of Sacrifice

You have to give up something in order to get something.

14 - The Law of Attributes

For every attribute, there is an opposite, effective attribute.

15 - The Law of Candor

When you admit a negative, the prospect will give you a positive.

16 - The Law of Singularity

In each situation, only one move will produce substantial results.

17 - The Law of Unpredictability

Unless you write your competitors’ plans, you can’t predict the future.

18 - The Law of Success

Success often leads to arrogance, and arrogance to failure.

19 - The Law of Failure

Failure is to be expected and accepted.

20 - The Law of Hype

The situation is often the opposite of the way it appears in the press.

21 - The Law of Acceleration

Successful programs are not built on fads, they’re built on trends.

22 - The Law of Resources

Without adequate funding an idea won’t get off the ground.

by Al Ries & Jack Trout