Examples in the book: “overnight” for FedEx, and “drive” for BMW. But the reward is worth it, because if you manage to get your name associated with that one word, you are the go-to guy/company for that one word. They say it’s the ultimate sacrifice, because in order to achieve it you have to put all your efforts into one single product or notion. #5: The Law of Focus – The most powerful concept in marketing is owning a word in the prospect’s mind (I don’t want this blog to be about politics, but misleading and lying to people are wrong. So what matters is not how things are, but how people believe things are. The point here is that there is no objective reality, at least not from a marketing point of view. #4: The Law of Perception – Marketing is not a battle of products, it’s a battle of perception So it’s sort of the same as #1 but with a “the race is not over if they launch”-kind of thing attached to it. And that is within the minds of your prospects. This law modifies the Law of Leadership with a clearer definition of where exactly you should be the first. #3: The Law of the Mind – It’s better to be first in the mind than first in the marketplace New category? High priced domestic beer (Michelob), even greater success. A high priced imported beer (Heineken) was a huge success. #2: The Law of the Category – If you can’t be the first in a category, set up a new category you can be first inĭon’t ask yourself how you are better than the competition ask yourself in what category you can be first. #1: The Law of Leadership – It’s better to be first than it is to be betterīecause it is easier to get into the minds of your potential clients or costumers first, than it is to convince them that you are a better choice than the one that did get there first. And as we also know, Apple got back on their feet the day they stopped doing lots of things and started doing the iMac instead.Įven though a few of the laws have become a bit old since internet has changed the way we can reach out to each other – and at what cost. Also, there is The Law of Hype, which predicts that Steve Job’s NeXT computer would be a massive failure (the authors explicitly say so in that chapter). And there is another law called The Law of Focus that says that the most powerful thing in marketing is owning a word in the mind of the prospect. There is a law called the Law of Line Extension that states that producing a bigger variety of products to sell more only dilutes your brand. (You can scroll down to get to the laws if you’re in a hurry, btw) Just finished it and thought I’d give a summary of the so-called “laws.” The book itself is a bit on the old side, originally published in 1993, but some of the predictions are eerily on point! So there is this iconic book on marketing called The 22 Immutable Laws of Marketing, written by Al Ries and Jack Trout. Blog #20 – A Summary of The 22 Immutable Laws of Marketing by Al Ries & Jack Trout, in 2000 Words
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