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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk
There are laws of nature, so why shouldn't there be laws of marketing? As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors of Positioning —note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing , Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Violate them at your own risk.
143 pages, Paperback
First published January 1, 1993
About the author
Al Ries
64 books355 followersAl Ries is a marketing professional and author. He is also the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries coined the term "positioning", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject.
Ries graduated from DePauw University in 1950 with a degree in liberal arts and accepted a position with the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell, in 1963. The agency later changed to a marketing strategy firm, Trout & Ries.
In 1972, again cooperating with Trout, Ries co-authored a three-part series of articles declaring the arrival of the "Positioning Era" in Advertising Age magazine, promoting their concept of positioning.
In 1994, Ries founded Ries & Ries with his daughter Laura a recent graduate of Northwestern University and TBWA advertising account executive.
Ries was selected as one of the most influential people in the field of public relations in the 20th century by PR Week magazine in 1999. Ries has also written a number of books that have made the BusinessWeek best seller list on a number of occasions.
Ries graduated from DePauw University in 1950 with a degree in liberal arts and accepted a position with the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell, in 1963. The agency later changed to a marketing strategy firm, Trout & Ries.
In 1972, again cooperating with Trout, Ries co-authored a three-part series of articles declaring the arrival of the "Positioning Era" in Advertising Age magazine, promoting their concept of positioning.
In 1994, Ries founded Ries & Ries with his daughter Laura a recent graduate of Northwestern University and TBWA advertising account executive.
Ries was selected as one of the most influential people in the field of public relations in the 20th century by PR Week magazine in 1999. Ries has also written a number of books that have made the BusinessWeek best seller list on a number of occasions.
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January 2, 2018
This book is a good overview of basic marketing principles, but the so-called "immutable laws" are neither laws nor immutable. They are, at best, rules of thumb that often change and contradict each other. The book itself contains plenty of examples of this! For example, they talk at length about the "Law of Extension", and how successful brands should never extend their product line to new products/markets, but in later chapters, you see a few successful examples of companies doing exactly that. Moreover, the book is dated. They talk extensively about how essential it is to be first in the market ("Law of Leadership"), but there are a huge number of modern examples that became wildly successful despite violating this "law", including Google (not the first search engine), Facebook (not the first social network), LinkedIn (not the first professional network or job site), and many others.
An even bigger problem with this book is that it's observational and not predictive. Whereas laws of science allow you to predict what will happen in the future (e.g. the law of gravity allows you to predict how to planets will move in space), the "laws" in this book merely describe something that happened in the past. The authors try to determine cause and effect from these past events, but correlation does not imply causation. For example, the book talks about IBM being wildly profitable while they focused on one business line and then barely surviving after starting to work on multiple business lines. If this was a controlled experiment and the *only* thing that changed was that IBM started to work on multiple business lines, the "Law of Extension" would be a reasonable explanation. But the world isn't static. IBM could've started to struggle for dozens of other reasons: competitors introduced new products, new technologies were developed, the quality of IBM's products decreased, and so on.
All that said, this book is still valuable as a collection of interesting marketing case studies and as a way to get into the mind of a marketer. Some of the useful ideas you'll find:
* Perception is more important than product.
* Customers put products into "categories" that have more to do with marketing than product. For example, in the US, Honda is seen as a car maker, whereas in Japan, it's seen as a motorcycle maker, even though it's the same company with the same products.
* Once you're in a category, it's very hard to move, which is why using the same brand name on everything, even if it's a powerful brand name, doesn't always work (e.g. Heinz ketchup = good, Heinz salad = WTF).
* Your basic goal in marketing is to be #1 in your category. You can get there by dominating an existing category... or by creating a new category.
* Don't be afraid to admit weaknesses and flaws. Candor can be disarming. People are naturally suspicious of anyone praising themselves, but if you admit a negative, most people a) automatically assume you're telling the truth, b) assume if you're willing to talk about a weakness, then you must have some amazing strengths, c) reflexively forgive you and become more open to the rest of your message.
* Focus your marketing on the leader's weaknesses rather than their strengths. For example, if you make cars that compete with Volvo, marketing around "safety" won't be as effective as marketing around "speed" or "fun" or "elegant design".
I recommend skimming the book, and instead of accepting the authors' interpretation of events and assuming they are teaching you immutable laws, file away these ideas as facets you should consider when developing a marketing strategy. I suppose it would be more accurate to call this book "22 rules of thumb about marketing," but I'm sure that would violate one of their marketing laws...
As always, I saved a few of my favorite quotes from the book:
"The basic issue of marketing is creating a category you can be first in."
"Marketing is a battle of perceptions, not products."
"Don't try to be better. Try to be different."
An even bigger problem with this book is that it's observational and not predictive. Whereas laws of science allow you to predict what will happen in the future (e.g. the law of gravity allows you to predict how to planets will move in space), the "laws" in this book merely describe something that happened in the past. The authors try to determine cause and effect from these past events, but correlation does not imply causation. For example, the book talks about IBM being wildly profitable while they focused on one business line and then barely surviving after starting to work on multiple business lines. If this was a controlled experiment and the *only* thing that changed was that IBM started to work on multiple business lines, the "Law of Extension" would be a reasonable explanation. But the world isn't static. IBM could've started to struggle for dozens of other reasons: competitors introduced new products, new technologies were developed, the quality of IBM's products decreased, and so on.
All that said, this book is still valuable as a collection of interesting marketing case studies and as a way to get into the mind of a marketer. Some of the useful ideas you'll find:
* Perception is more important than product.
* Customers put products into "categories" that have more to do with marketing than product. For example, in the US, Honda is seen as a car maker, whereas in Japan, it's seen as a motorcycle maker, even though it's the same company with the same products.
* Once you're in a category, it's very hard to move, which is why using the same brand name on everything, even if it's a powerful brand name, doesn't always work (e.g. Heinz ketchup = good, Heinz salad = WTF).
* Your basic goal in marketing is to be #1 in your category. You can get there by dominating an existing category... or by creating a new category.
* Don't be afraid to admit weaknesses and flaws. Candor can be disarming. People are naturally suspicious of anyone praising themselves, but if you admit a negative, most people a) automatically assume you're telling the truth, b) assume if you're willing to talk about a weakness, then you must have some amazing strengths, c) reflexively forgive you and become more open to the rest of your message.
* Focus your marketing on the leader's weaknesses rather than their strengths. For example, if you make cars that compete with Volvo, marketing around "safety" won't be as effective as marketing around "speed" or "fun" or "elegant design".
I recommend skimming the book, and instead of accepting the authors' interpretation of events and assuming they are teaching you immutable laws, file away these ideas as facets you should consider when developing a marketing strategy. I suppose it would be more accurate to call this book "22 rules of thumb about marketing," but I'm sure that would violate one of their marketing laws...
As always, I saved a few of my favorite quotes from the book:
"The basic issue of marketing is creating a category you can be first in."
"Marketing is a battle of perceptions, not products."
"Don't try to be better. Try to be different."
November 18, 2017
It’s an illusion. There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion. Marketing is a manipulation of those perceptions.
Reading some books is like learning a new language, you understand things you didn't before and you see things, you didn't see before "the 22 immutable laws of marketing" is definitely one of them. Besides these, knowing about marketing can have significant implications for your personal lives as well a couple of which I'll point out throughout this review.
Since first I started reading about "Cognitive Science", it's fascinating how counter-intuitive many things in life are and the same holds true for marketing.
This book, envelops 22 principles of marketing which is the result of a 25 years experience. Very concise and illuminating, the authors explain each law followed by several examples of businesses who followed or violated that law along with the consequences of their actions.
Here are a gist of the important laws and I think the other ones are an interplay or derivation of these laws.
The law of leadership
According to this law, the first company who starts with an idea, will always own the major market share. Once a name captures the prospects' mind, nothing can change it. The other reason is that people associate the name of the first brand to the idea. For instance Xerox, still many people use the name xerox when they want to ask for a copy. Well, does it mean when some company (like coca-cola) starts a coke business, its over for the others? No, if the newcomers exploit the other laws.
If you can't be first in a category, set up a new category you can be first in. When you lunch a new product, to compete the first-comer, you must NOT ask yourself: "How is this new product better than the competetion?" but "First what?" In other words, what category is this new product first in
The law of focus
Continued ...
Reading some books is like learning a new language, you understand things you didn't before and you see things, you didn't see before "the 22 immutable laws of marketing" is definitely one of them. Besides these, knowing about marketing can have significant implications for your personal lives as well a couple of which I'll point out throughout this review.
Since first I started reading about "Cognitive Science", it's fascinating how counter-intuitive many things in life are and the same holds true for marketing.
This book, envelops 22 principles of marketing which is the result of a 25 years experience. Very concise and illuminating, the authors explain each law followed by several examples of businesses who followed or violated that law along with the consequences of their actions.
Here are a gist of the important laws and I think the other ones are an interplay or derivation of these laws.
The law of leadership
According to this law, the first company who starts with an idea, will always own the major market share. Once a name captures the prospects' mind, nothing can change it. The other reason is that people associate the name of the first brand to the idea. For instance Xerox, still many people use the name xerox when they want to ask for a copy. Well, does it mean when some company (like coca-cola) starts a coke business, its over for the others? No, if the newcomers exploit the other laws.
The basic issue in marketing is creating a category you can be first in. It's much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first.The law of the category
If you can't be first in a category, set up a new category you can be first in. When you lunch a new product, to compete the first-comer, you must NOT ask yourself: "How is this new product better than the competetion?" but "First what?" In other words, what category is this new product first in
Prospects are on the defensive when it comes to brands. Everyone talks about why their brand is better. But prospects have an open mind when it comes to categories.For instance, IBM was first in computers, DEC established itself as first, in minicomputers...The law of the mindIt's better to be first in the mind than to be first in the market place. This law supports the first one. marketing is the battle of perception, not product. The fist one who reaches the minds of the prospects, wins the position. You can't change the mind once it's made up
if you want to make a big impression on another person, you cannot worm your way into their mind and then slowly build up a favorable opinion over a period of time. The mind doesn’t work that way. You have to blast your way into the mind.The law of perception This is one of my favorites:
The reason you blast instead of worm is that people don’t like to change their minds. Once they perceive you one way, that’s it. They kind of file you away in their minds as a certain kind of person.
It’s an illusion. There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion. Marketing is a manipulation of those perceptions.
The law of focus
Continued ...
April 5, 2009
The usual business book....They violated their title in the first chapter...
December 11, 2009
Tim Ferriss listed this in his top 5 favorite books, so I picked it up. The core of the 22 laws is Identity.
The authors argue that too many businesses believe they will win simply by having the best product, which isn't true. The winner is the product that captures the mind of its target customers.
When a product is first to market, the first of its category, it usually establishes a foothold that no other company can wrest away. So create your own category, and be first there. Win the minds of the people.
If you are second or worse in a category, acknowledge this. Avis Rent-a-Car did this by admitting, "We're second place - but we try harder."
Or, win a new word in the minds of your customers. Ragu pasta sauce did this by winning the word "thicker," which differentiates them from the market leader, Prego.
A very good book for understanding basic principles of how marketing needs to go beyond simply saying why your product is the best.
The authors argue that too many businesses believe they will win simply by having the best product, which isn't true. The winner is the product that captures the mind of its target customers.
When a product is first to market, the first of its category, it usually establishes a foothold that no other company can wrest away. So create your own category, and be first there. Win the minds of the people.
If you are second or worse in a category, acknowledge this. Avis Rent-a-Car did this by admitting, "We're second place - but we try harder."
Or, win a new word in the minds of your customers. Ragu pasta sauce did this by winning the word "thicker," which differentiates them from the market leader, Prego.
A very good book for understanding basic principles of how marketing needs to go beyond simply saying why your product is the best.
February 25, 2017
کتاب کوتاه و بسیار حاوی نکات مهمی است. مخصوصاً تا سر قانون
The Law of sacrifice
که عالیه، حتماً این کتاب را همه باید بخوانند
قوانین کاملاً درست هستند، اگر کتاب 400 صفحه بود می شد یک کتاب رابرت گرینی
تامل نکنید و کتاب را بخوانید تا از قوانین سرپیچی نکنید
---------------------
نکته ی جالب این کتاب اینه که نویسنده به شدت از دونالد ترامپ انتقاد میکنه
:))))
The Law of sacrifice
که عالیه، حتماً این کتاب را همه باید بخوانند
قوانین کاملاً درست هستند، اگر کتاب 400 صفحه بود می شد یک کتاب رابرت گرینی
تامل نکنید و کتاب را بخوانید تا از قوانین سرپیچی نکنید
---------------------
نکته ی جالب این کتاب اینه که نویسنده به شدت از دونالد ترامپ انتقاد میکنه
:))))
January 25, 2015
This book is a great illustration of what can go wrong with business wiriting. The 22 Laws themselves are actually great. I can see the value in the insights shared by the authors. The problem with the book is the timeliness of the examples. I laughed out loud several times because the supporting references they used were either incrediblly dated or just completly wrrong.
Don't get me wrong. I am not bashing the authors becuase they are not omniscient. Exactly the opposite. The point is that things change, the future is uncertain, and you can't believe everything you read.
Some of the hilarious examples I came across include:
1) Pointing to Donald Trump as an example of a failure because he had his hand in too many things.
2) Citing the flawed logic of Bill Gates thinking he would be able to battle Lotus (spreadsheets) and WordPerfect (word processing).
3) Extolling the virtues of the leading computer companies: Only one of the top 6 still make computers.
I can't recommend this book until it gets an update unless you want a good laugh.
Don't get me wrong. I am not bashing the authors becuase they are not omniscient. Exactly the opposite. The point is that things change, the future is uncertain, and you can't believe everything you read.
Some of the hilarious examples I came across include:
1) Pointing to Donald Trump as an example of a failure because he had his hand in too many things.
2) Citing the flawed logic of Bill Gates thinking he would be able to battle Lotus (spreadsheets) and WordPerfect (word processing).
3) Extolling the virtues of the leading computer companies: Only one of the top 6 still make computers.
I can't recommend this book until it gets an update unless you want a good laugh.
May 20, 2009
I love this book. The laws are still applicable and will be applicable 25 years from now.
November 26, 2019
در کل مطالعه کتاب احساس می کردم وارد معبد باستانی در سرزمین مارکتینگ شده ام و چهار زانو در خدمت استادی زبردست و سرد و گرم چشیده نشسته ام تا او عصاره آموزه های عرفانی و سیر و سلوک خود را در مسیر مارکتینگ یک به یک به من یاد دهد.
آموزه هایی صریح، موجز و طبق معمول غیرمنتظره و بعضا کاملا متضاد با آموزه های مدارس رسمی بیرون این معبد.
در این کتاب ۲۲ قانون ساده و صریح گفته شده که شاید بتوان بعضی از آنها را در یک دسته بزرگ تر قرار داد. کتاب مملو از مثال هایی از شرکت های بزرگ، داستان های موفقیت و شکست و همینطور اصولی صریح بدون هیچگونه اطناب در کلام است.
خواندن این کتاب و شاگردی در این معبد گرچه دو روزه برای من تمام شد ولی چشم من رو به خیلی از گیرها و مسایل بغرنج باز کرد که در طول فعالیت حرفه ای خودم در حوزه مارکتینگ با آنها مواجه شده بودم.
آموزه هایی صریح، موجز و طبق معمول غیرمنتظره و بعضا کاملا متضاد با آموزه های مدارس رسمی بیرون این معبد.
در این کتاب ۲۲ قانون ساده و صریح گفته شده که شاید بتوان بعضی از آنها را در یک دسته بزرگ تر قرار داد. کتاب مملو از مثال هایی از شرکت های بزرگ، داستان های موفقیت و شکست و همینطور اصولی صریح بدون هیچگونه اطناب در کلام است.
خواندن این کتاب و شاگردی در این معبد گرچه دو روزه برای من تمام شد ولی چشم من رو به خیلی از گیرها و مسایل بغرنج باز کرد که در طول فعالیت حرفه ای خودم در حوزه مارکتینگ با آنها مواجه شده بودم.
December 19, 2015
The 22 Immutable Laws of Marketing is a great book. It's very small and easy to read. The chapters start with words of wisdom. Some of them are counter intuitive and makes complete sense.
Few Quotes that I liked.
Hype is hype. Real revolutions don’t arrive at high noon with marching bands and coverage on the 6 p.m. news. Real revolutions arrive unannounced in the middle of the night and kind of speak up on you.
Capturing the imagination of the public is not the same as revolutionizing a market.
Unless you write your competitor’s plans, you can’t predict the future.
Few Quotes that I liked.
Hype is hype. Real revolutions don’t arrive at high noon with marching bands and coverage on the 6 p.m. news. Real revolutions arrive unannounced in the middle of the night and kind of speak up on you.
Capturing the imagination of the public is not the same as revolutionizing a market.
Unless you write your competitor’s plans, you can’t predict the future.
October 29, 2011
Энэ бол, миний бодлоор, гайхамшиг. Бизнесийн алтан дүрэм гэдэг номтой дүйцэхүйц чамбай бүтээл болж чадсан.
June 7, 2015
Cuốn sách đầu tiên đọc về marketing, nên thấy nhiều cái mới mẻ.
1. Quy luật tiên phong
Trở thành người đầu tiên cho cái sp, dv đó sẽ tốt hơn là thuyết phục bà con cô bác rằng: hàng tui tốt hơn hàng thằng đó. No no no.
Ai là người đặt chân lên mặt trăng? Neil Armstrong
Ai là người thứ hai? - google cái đã....
2. Quy luật chủng loại
Chẳng hạn như có sp, dv nào đó đã "tiên phong" trước mình ở lĩnh vực đó, thì sẽ hướng vào chủng loại để marketing. Ví dụ: IBM đứng đầu lĩnh vực máy tính, còn DEC đứng đầu trong lĩnh vực máy tính mini.
Tức là sản phẩm "mới lạ" sẽ dễ vào đầu khách hàng hơn là "sản phẩm tốt hơn" trong cái chủng loại đó.
Cảm giác quy luật này được suy ra từ quy luật tiên phong
3. Quy luật ghi nhớ
Tiên phong nói rằng ông xuất hiện trên thi trường đầu tiên, nhưng sau đó ắt sẽ có 2, 3 thằng nhảy vào. Còn ghi nhớ nói rằng: quan trọng hơn là ông phải được NHỚ ra đầu tiên trong não của khách hàng. Có thể dùng nhiều tiền nhồi nhét vào đầu khách hàng, dùng tên thương hiệu dễ hớn apple, amazon...
4. Quy luật nhận thức
Marketing không phải là cuộc chiến của chất lượng, sp, mà là nhận thức. Điều gì khác biệt giữa Honda ở Nhâ và Honda ở Mỹ? Dù sp khác nhau, nhưng nhật thức của k/h trên hai thị trường này lại khác nhau.
Khi hỏi câu: tao mới mua 1 chiếc xe honda
Ở Mỹ, họ sẽ hỏi: mày mua xe honda Civic, Accord, Prelude hay gì... (là 4 bánh cả)
Ở Nhật, họ sẽ hỏi: mày mua xe máy gì ( xe 2 bánh)
Cốt lõi ở đây là trong nhận thức khách hàng ở Mỹ, Honda là xe ô tô, còn trong nhận thức k/h ở Nhật, Honda là xe máy.
5. Quy luật tập trung
Tập trung vào một đến hai từ ngữ trong tâm trí khách hàng, đừng ham hố.
Mcdonal: trẻ em và NHANH
Pepsi-cola: giới trẻ
6. Quy luật độc quyền
Chưa thấy sự khác biệt nhiều so với quy luật 5.
7. Quy luật nấc thang
Công ty đang đứng thứ hai trên thị thường, thực hiện marketing với khẩu hiệu "chất lượng số 1". Khách hàng sẽ nghi ngờ: ông đang đứng hai mà đòi chất lượng số 1
=> đảm bảo chiến dịch marketing liên quan trực tiếp đến vị trí trên chiếc thang.
8. Quy luật song đôi
Cuối cùng sẽ là cuộc đua song mã
Pepsi - Coke
Unilver - P&G
Nike - Adidas
McDonal - Burging king
K/h có khuynh hướng chuyển sang sử dụng sản phẩm của thương hiệu hàng đầu, dựa vào niềm tin: hàng đầu ắt sẽ tốt, chất lượng đó.
9. Quy luật đối nghịch
Tìm ra bản chất của thằng tiên phong, rồi truyền tải thông điệp đối nghịc lại.
Scope mặt hàng nước súc miệng sát trùng có vị rất ngon Nước sống miệng đã gắn mác Listerine: mùi bệnh viện
Tập trung vào điểm yếu của sp cạnh tranh, và làm cho k/h thừa nhận điểm yếu đó.
10. Quy luật phân chia
Cuối cùng mọi thứ được chia nhỏ, chứ không phải hợp thành
Máy tính đẻ ra máy tính mini, máy tính cá nhân, máy tính xách tay, siêu máy tính...
Bia: bia nhẹ, bia hơi, bia khô, thậm chí có cả bia không cồn
11. Quy luật viễn cảnh
Nhưng sách nói là: phải sau 1 thời gian dài đáng kể, hiệu ứng marketing mới phát huy tác dụng
Ví dụ: giảm giá liên tục => khách hàng quen, chờ giảm giá mới mua
Chưa hiểu lắm.
12. Quy luật mở rộng
Coca, mở rộng ra coca ligh, new coca ... dần dần chết yểu và quay lại duy nhất coca
Quan niệm cũ nói rằng mở rộng sẽ có được lượng khách hàng thêm tăng doanh thu, nhưng quy luật mở rộng thì ngược lại, mở rộng thường dẫn đến sụp đỗ. Giữ im coca, đừng có new coca, coca light
General Motors bán tùm lum thứ: xe sedan, xe thể thao, xe rẻ tiền, xe tải, xe tải loại nhỏ, thậm chí là xe hơi chạy điện. Vậy chiến lược kinh doanh của GM là gì? Theo đuổi bất kỳ cái gì bốn bánh và di chuyển khắp nơi được???? và giờ đã sụp!
13. Quy luật hy sinh
Hy sinh một trong ba thứ: dòng sản phẩm mới, thị trường mục tiêu, sư cải tiến
Pepsi vào những thập nhiên 60, đã triển khai chiến lược "chấp nhận hy sinh thị trường mục tiêu" cho coca, chỉ quay sang thị trường "tuổi teen", và thuê rầm rộn các thần tượng teen" Micahel Jackson, Don Johnson... để giành lại thị phần teen, nhường coca các thị phần còn lại
14. Quy luật đặc tính
Khá giống quy luật tập trung, độc quyền
15. Quy luật thành thật
Thành thật thừa nhận điểm yếu của mình, và biến nó thành lợi thế.
Listerin bị mang cái mác: mùi bệnh viện
Vậy Listerin nên làm gì?
Thành thật trong thông điệp: Mùi mà bạn ghét hai lần trong ngày.
Khách hàng thấy listerine thừa nhận mình có mùi bệnh viên, song chính sự thành thật này giúp khách hàng nhận ra à, thường những cái có tính "bệnh viện" thì có tính sát khuẩn cao.
16,17,18,19,20,21,22
Các quy luật này chưa thấy hay ho lắm vì cảm giác khá chung chung.
1. Quy luật tiên phong
Trở thành người đầu tiên cho cái sp, dv đó sẽ tốt hơn là thuyết phục bà con cô bác rằng: hàng tui tốt hơn hàng thằng đó. No no no.
Ai là người đặt chân lên mặt trăng? Neil Armstrong
Ai là người thứ hai? - google cái đã....
2. Quy luật chủng loại
Chẳng hạn như có sp, dv nào đó đã "tiên phong" trước mình ở lĩnh vực đó, thì sẽ hướng vào chủng loại để marketing. Ví dụ: IBM đứng đầu lĩnh vực máy tính, còn DEC đứng đầu trong lĩnh vực máy tính mini.
Tức là sản phẩm "mới lạ" sẽ dễ vào đầu khách hàng hơn là "sản phẩm tốt hơn" trong cái chủng loại đó.
Cảm giác quy luật này được suy ra từ quy luật tiên phong
3. Quy luật ghi nhớ
Tiên phong nói rằng ông xuất hiện trên thi trường đầu tiên, nhưng sau đó ắt sẽ có 2, 3 thằng nhảy vào. Còn ghi nhớ nói rằng: quan trọng hơn là ông phải được NHỚ ra đầu tiên trong não của khách hàng. Có thể dùng nhiều tiền nhồi nhét vào đầu khách hàng, dùng tên thương hiệu dễ hớn apple, amazon...
4. Quy luật nhận thức
Marketing không phải là cuộc chiến của chất lượng, sp, mà là nhận thức. Điều gì khác biệt giữa Honda ở Nhâ và Honda ở Mỹ? Dù sp khác nhau, nhưng nhật thức của k/h trên hai thị trường này lại khác nhau.
Khi hỏi câu: tao mới mua 1 chiếc xe honda
Ở Mỹ, họ sẽ hỏi: mày mua xe honda Civic, Accord, Prelude hay gì... (là 4 bánh cả)
Ở Nhật, họ sẽ hỏi: mày mua xe máy gì ( xe 2 bánh)
Cốt lõi ở đây là trong nhận thức khách hàng ở Mỹ, Honda là xe ô tô, còn trong nhận thức k/h ở Nhật, Honda là xe máy.
5. Quy luật tập trung
Tập trung vào một đến hai từ ngữ trong tâm trí khách hàng, đừng ham hố.
Mcdonal: trẻ em và NHANH
Pepsi-cola: giới trẻ
6. Quy luật độc quyền
Chưa thấy sự khác biệt nhiều so với quy luật 5.
7. Quy luật nấc thang
Công ty đang đứng thứ hai trên thị thường, thực hiện marketing với khẩu hiệu "chất lượng số 1". Khách hàng sẽ nghi ngờ: ông đang đứng hai mà đòi chất lượng số 1
=> đảm bảo chiến dịch marketing liên quan trực tiếp đến vị trí trên chiếc thang.
8. Quy luật song đôi
Cuối cùng sẽ là cuộc đua song mã
Pepsi - Coke
Unilver - P&G
Nike - Adidas
McDonal - Burging king
K/h có khuynh hướng chuyển sang sử dụng sản phẩm của thương hiệu hàng đầu, dựa vào niềm tin: hàng đầu ắt sẽ tốt, chất lượng đó.
9. Quy luật đối nghịch
Tìm ra bản chất của thằng tiên phong, rồi truyền tải thông điệp đối nghịc lại.
Scope mặt hàng nước súc miệng sát trùng có vị rất ngon Nước sống miệng đã gắn mác Listerine: mùi bệnh viện
Tập trung vào điểm yếu của sp cạnh tranh, và làm cho k/h thừa nhận điểm yếu đó.
10. Quy luật phân chia
Cuối cùng mọi thứ được chia nhỏ, chứ không phải hợp thành
Máy tính đẻ ra máy tính mini, máy tính cá nhân, máy tính xách tay, siêu máy tính...
Bia: bia nhẹ, bia hơi, bia khô, thậm chí có cả bia không cồn
11. Quy luật viễn cảnh
Nhưng sách nói là: phải sau 1 thời gian dài đáng kể, hiệu ứng marketing mới phát huy tác dụng
Ví dụ: giảm giá liên tục => khách hàng quen, chờ giảm giá mới mua
Chưa hiểu lắm.
12. Quy luật mở rộng
Coca, mở rộng ra coca ligh, new coca ... dần dần chết yểu và quay lại duy nhất coca
Quan niệm cũ nói rằng mở rộng sẽ có được lượng khách hàng thêm tăng doanh thu, nhưng quy luật mở rộng thì ngược lại, mở rộng thường dẫn đến sụp đỗ. Giữ im coca, đừng có new coca, coca light
General Motors bán tùm lum thứ: xe sedan, xe thể thao, xe rẻ tiền, xe tải, xe tải loại nhỏ, thậm chí là xe hơi chạy điện. Vậy chiến lược kinh doanh của GM là gì? Theo đuổi bất kỳ cái gì bốn bánh và di chuyển khắp nơi được???? và giờ đã sụp!
13. Quy luật hy sinh
Hy sinh một trong ba thứ: dòng sản phẩm mới, thị trường mục tiêu, sư cải tiến
Pepsi vào những thập nhiên 60, đã triển khai chiến lược "chấp nhận hy sinh thị trường mục tiêu" cho coca, chỉ quay sang thị trường "tuổi teen", và thuê rầm rộn các thần tượng teen" Micahel Jackson, Don Johnson... để giành lại thị phần teen, nhường coca các thị phần còn lại
14. Quy luật đặc tính
Khá giống quy luật tập trung, độc quyền
15. Quy luật thành thật
Thành thật thừa nhận điểm yếu của mình, và biến nó thành lợi thế.
Listerin bị mang cái mác: mùi bệnh viện
Vậy Listerin nên làm gì?
Thành thật trong thông điệp: Mùi mà bạn ghét hai lần trong ngày.
Khách hàng thấy listerine thừa nhận mình có mùi bệnh viên, song chính sự thành thật này giúp khách hàng nhận ra à, thường những cái có tính "bệnh viện" thì có tính sát khuẩn cao.
16,17,18,19,20,21,22
Các quy luật này chưa thấy hay ho lắm vì cảm giác khá chung chung.
July 10, 2017
في الطبيعه تحكمنا بعض القوانين ، و أيضاً في علم التسويق هناك بعض من القوانين التى تمثل مسار واضح لمنتجات ناجحه و مثمره و ربحيه في عالم الأعمال ..
من أسم الكتاب ، الكتاب يتضمن 22 قانون :
هشرح منهم9 قوانين استفدت منهم بصراحه و بطبقهم حالياً و الباقي عشان محرقش الكتاب لو حد ناوى يقرأه
1-قانون القياده -Law Of Leadership
أن تكون الأول فـ السوق ، علي عكس المتعارف عليه و هو أن الأصح تكون الأفضل
To be leader,the one and the first
Market Leaderو ده اللي بنسميه في الماركتنج الـ
الكاتب هنا بيعرض أمثله لشركات نجحت فعلا و بقت ماركت ليدر ف السوق
2-قانون التصنيف -Law Of Category :
إخلق فرصه ، إخلق إحتياج أو تصنيف أو حاجه تقدر تكون فيها الأول ده لو ملقتش فرصه تكون الأول ..شركه زى DEC مالقتش الفرصه ف إنها تكون رقم 1 ف صناعه أجهزة الكمبيوترات ، ابتكرت سوق جديد و أصبحت الرائده و القائده غيه و هو ال minicomputers
3-قانون الذهن -law of mind
أول حاجه تيجى ف بال الزبون ، لما تيجى نتكلم عن عربيه أنيقه و سريعه و مناسبه للشباب ف أول حاجه هتيجى ف بالك هى بي إم دبليو ، بمعنى قوه البراند و التعليم ف عقل العميل
4-قانون التوقعات -law of perception
أنا كمشتري توقعاتى عن المنتج ، ده تعتبر نقطه بتحدد نجاحك أو فشلك ف اسوق
5-قانون المخالفه-Law of Opposite
لو عايز تكةن رقم اتنين و معرفتش تكون رقم 1 ، قدم حاجه غير الحاجه اللي بيقدمها رقم 1 لأن منافستك ليه هتكون مش ف صالح ربحيتك ، ف هنا ألعب علي نقاط ضعف المنافس أو الحاجه اللي مش بيغطيها ف السوق
و لو بصينا للسوق االمصري هنالاقي سينا كولا لعبت هنا و غطت الاحتياج اللي معملتهوش كوكاكولا و هو الكميه الكبيره و في نفس الوقت سعر قليل و غطت الصعيد و الأرياف و اشتغلت علي تلبية أذواقهم
6-قانون المدى البعيد-law of perspective
أى ماركتنج إيفورت سواء استراتيجى بتعملها أو بلان مش هيظهر نتيجتها ف يوم و ليله ، هتاخد وقت علي ما يظهر الإيفيكت بتاعها
7-قانون الفشل -law of failure
إفشل ، و توقع الفشل و أقبل الفشل ، الفشل جزء من نجاحك و إضافه لخبراتك و هيديك فرصه تكمل ، لو خوفت م الفشل مش هتتعلم و لا هتغامر و ل هتخاطر و المخاطره جزء كبيير من نجاحك كرائد أعمال أو بيزنس أونر
8-قانون التسارع-law of acceleration
لو لعب�� علي إحتياج مؤقت ف ده معناه انك ربحيتك مؤقته و شركتك كمان مؤقته ، فهنا اشتغل علي فرصه طويله المدى ، تقدر تبدع و تبتكر فيها و تضيف قيمه للسوق بدخولك
عشان تفضل بنفس قوتك و تأثيرك
9-قانون الموارد-law of resources
طبعا من اسم االقانون ، مش هتقدر تبدأ مشروع بدون موارد ، سواء موارد ماليه أو بشريه ، أو مواد خام
دى حاجه بديهيه تفكر فيهاا قبل ما تبدأ مشروعك أو فكرتك التسويقيه
من أسم الكتاب ، الكتاب يتضمن 22 قانون :
هشرح منهم9 قوانين استفدت منهم بصراحه و بطبقهم حالياً و الباقي عشان محرقش الكتاب لو حد ناوى يقرأه
1-قانون القياده -Law Of Leadership
أن تكون الأول فـ السوق ، علي عكس المتعارف عليه و هو أن الأصح تكون الأفضل
To be leader,the one and the first
Market Leaderو ده اللي بنسميه في الماركتنج الـ
الكاتب هنا بيعرض أمثله لشركات نجحت فعلا و بقت ماركت ليدر ف السوق
2-قانون التصنيف -Law Of Category :
إخلق فرصه ، إخلق إحتياج أو تصنيف أو حاجه تقدر تكون فيها الأول ده لو ملقتش فرصه تكون الأول ..شركه زى DEC مالقتش الفرصه ف إنها تكون رقم 1 ف صناعه أجهزة الكمبيوترات ، ابتكرت سوق جديد و أصبحت الرائده و القائده غيه و هو ال minicomputers
3-قانون الذهن -law of mind
أول حاجه تيجى ف بال الزبون ، لما تيجى نتكلم عن عربيه أنيقه و سريعه و مناسبه للشباب ف أول حاجه هتيجى ف بالك هى بي إم دبليو ، بمعنى قوه البراند و التعليم ف عقل العميل
4-قانون التوقعات -law of perception
أنا كمشتري توقعاتى عن المنتج ، ده تعتبر نقطه بتحدد نجاحك أو فشلك ف اسوق
5-قانون المخالفه-Law of Opposite
لو عايز تكةن رقم اتنين و معرفتش تكون رقم 1 ، قدم حاجه غير الحاجه اللي بيقدمها رقم 1 لأن منافستك ليه هتكون مش ف صالح ربحيتك ، ف هنا ألعب علي نقاط ضعف المنافس أو الحاجه اللي مش بيغطيها ف السوق
و لو بصينا للسوق االمصري هنالاقي سينا كولا لعبت هنا و غطت الاحتياج اللي معملتهوش كوكاكولا و هو الكميه الكبيره و في نفس الوقت سعر قليل و غطت الصعيد و الأرياف و اشتغلت علي تلبية أذواقهم
6-قانون المدى البعيد-law of perspective
أى ماركتنج إيفورت سواء استراتيجى بتعملها أو بلان مش هيظهر نتيجتها ف يوم و ليله ، هتاخد وقت علي ما يظهر الإيفيكت بتاعها
7-قانون الفشل -law of failure
إفشل ، و توقع الفشل و أقبل الفشل ، الفشل جزء من نجاحك و إضافه لخبراتك و هيديك فرصه تكمل ، لو خوفت م الفشل مش هتتعلم و لا هتغامر و ل هتخاطر و المخاطره جزء كبيير من نجاحك كرائد أعمال أو بيزنس أونر
8-قانون التسارع-law of acceleration
لو لعب�� علي إحتياج مؤقت ف ده معناه انك ربحيتك مؤقته و شركتك كمان مؤقته ، فهنا اشتغل علي فرصه طويله المدى ، تقدر تبدع و تبتكر فيها و تضيف قيمه للسوق بدخولك
عشان تفضل بنفس قوتك و تأثيرك
9-قانون الموارد-law of resources
طبعا من اسم االقانون ، مش هتقدر تبدأ مشروع بدون موارد ، سواء موارد ماليه أو بشريه ، أو مواد خام
دى حاجه بديهيه تفكر فيهاا قبل ما تبدأ مشروعك أو فكرتك التسويقيه
June 14, 2021
The author writes in a lot of absolutes. Marketing being such a creative field, can it really be held within "immutable laws"? Nevertheless, the book has some interesting principles. Once you have read it, it's difficult to not look at businesses through those perspectives.
January 22, 2021
Ground searching and a valuable book. Not updated according to recent times.
July 26, 2015
So many people recommend that I read this book, so I finally gave it a shot.
At first I thought it was amazing and lived up to the hype, law of leadership, cool, law of perception, even better! I loved how he got psychological about it and talks about how people perceive brands.
Where he began to lose me however, was everything that had to do with anything that happened in the last 20 years. I realize this book was written in the early 90's but some of the things he mentioned have been proved wrong many times. He gets very cynical towards the end.
I can't tell if he was joking when he said you should marry/divorce rich? It just seemed out of place, and silly. Obviously you have advantages if you already have money or get married into it. How does that help us?
Also, he mentioned that products always sneak up on you at night and catch on in the back of the paper but never on the front page, but that's not really true all of the time (look at the unveiling of any Apple product or more recently Tesla).
He also really puts down the startup and entrepreneurial spirit by saying the only way to get an idea off the ground is to find a business to sponsor you / buy the idea. True that is easier, but there are countless startups that have made it by bootstrapping or seeking angel investment.
It's also worth noting that since this book was written, the entire marketing scene changed , since Seth Godin's permission marketing, to the modern day highly analyzed digital targeting we have.
All in all, the book is great to give you a base on how to think about marketing and human emotions, but in terms of practice, is severely outdated.
At first I thought it was amazing and lived up to the hype, law of leadership, cool, law of perception, even better! I loved how he got psychological about it and talks about how people perceive brands.
Where he began to lose me however, was everything that had to do with anything that happened in the last 20 years. I realize this book was written in the early 90's but some of the things he mentioned have been proved wrong many times. He gets very cynical towards the end.
I can't tell if he was joking when he said you should marry/divorce rich? It just seemed out of place, and silly. Obviously you have advantages if you already have money or get married into it. How does that help us?
Also, he mentioned that products always sneak up on you at night and catch on in the back of the paper but never on the front page, but that's not really true all of the time (look at the unveiling of any Apple product or more recently Tesla).
He also really puts down the startup and entrepreneurial spirit by saying the only way to get an idea off the ground is to find a business to sponsor you / buy the idea. True that is easier, but there are countless startups that have made it by bootstrapping or seeking angel investment.
It's also worth noting that since this book was written, the entire marketing scene changed , since Seth Godin's permission marketing, to the modern day highly analyzed digital targeting we have.
All in all, the book is great to give you a base on how to think about marketing and human emotions, but in terms of practice, is severely outdated.
February 28, 2016
I found this book practical and interesting, except for the last law where authors stressed the importance of money in Marketing, I mean, what happened with new wave of startups recently proved that money doesn't matter that much in marketing.
However, I again believe that this is a MUST-READ book for those who want to step in the market, either they use these rules or not
However, I again believe that this is a MUST-READ book for those who want to step in the market, either they use these rules or not
January 27, 2024
As a marketing guy myself for about a decade, and an avid reader of business/marketing books, this was an absolute torturous read. The entire book was a total mess.
Many chapters completely contradicted other chapters by stating totally opposite points. Many chapters were articulated in the most monotone, boring way that easily brought me back to college days when I used to sit and listen to an 80 year marketing professor teaching strategies that were applicable in the 1970s. In other words, many of the chapter were completely and utterly outdated. Branching off of that, many of the chapters were simply flat out incorrect, and I believe the authors were aware of this, as they did not care to cite ANY of the TONS of “facts” they threw into the book. Which were often times repeated over and over again. There’s not a single citation anywhere, let alone from a reasonable source. Many of the laws also simply had nothing to do with marketing at all, and instead, were simple and overly generic businesses concepts we’ve all heard of a million times. The entire book felt like a marketing homework assignment given to a lazy high schooler who didn’t really know marketing that well and just tried to fill in as much as possible.
So what was the point of the book?
For the reader: absolutely nothing
For the authors: $$$
I’m genuinely shocked this book has the reviews it does. I’m confident the good reviews are either fake, or come from readers who are new to marketing and naturally assume the book is a genuine marketing book. Costing a whopping $13 for 130 pages of nonsense, I’d go as far as to say this book is a borderline scam. Teaching absolutely nothing of real value, being completely outdated and giving tons of false/misleading information.
If you’re looking for a genuinely great and up to date marketing book for around the same price, I highly recommend 1-Page Marketing Plan by Allan Dib.
Many chapters completely contradicted other chapters by stating totally opposite points. Many chapters were articulated in the most monotone, boring way that easily brought me back to college days when I used to sit and listen to an 80 year marketing professor teaching strategies that were applicable in the 1970s. In other words, many of the chapter were completely and utterly outdated. Branching off of that, many of the chapters were simply flat out incorrect, and I believe the authors were aware of this, as they did not care to cite ANY of the TONS of “facts” they threw into the book. Which were often times repeated over and over again. There’s not a single citation anywhere, let alone from a reasonable source. Many of the laws also simply had nothing to do with marketing at all, and instead, were simple and overly generic businesses concepts we’ve all heard of a million times. The entire book felt like a marketing homework assignment given to a lazy high schooler who didn’t really know marketing that well and just tried to fill in as much as possible.
So what was the point of the book?
For the reader: absolutely nothing
For the authors: $$$
I’m genuinely shocked this book has the reviews it does. I’m confident the good reviews are either fake, or come from readers who are new to marketing and naturally assume the book is a genuine marketing book. Costing a whopping $13 for 130 pages of nonsense, I’d go as far as to say this book is a borderline scam. Teaching absolutely nothing of real value, being completely outdated and giving tons of false/misleading information.
If you’re looking for a genuinely great and up to date marketing book for around the same price, I highly recommend 1-Page Marketing Plan by Allan Dib.
December 22, 2020
Easy to understand, clearly written, high content, a variety of examples. The book leaves you wondering how can it be that most companies completely ignore them. 22 immutable laws of marketing also includes the answer: Ego, inner dynamics, hierarchical structures,... the classic capital errors nowadays, not only in the marketing realm. A must read for everybody interested in understanding more about marketing. The book provides you with a proper fundament for every marketing consideration. Violate these laws at your own risk!
November 14, 2018
من الكتب المميزة في هذا المجال، يقدم خلاصة جيدة لكل من يرغب في دخول عالم التسويق.
September 18, 2013
I'm not sure how immutable these laws really are, but many of them are pretty interesting to read. I think the biggest takeaways for me from Al Ries and Jack Trout are that 1) you should always strive to be #1 in your category in peoples' minds 2) if you're not #1, differentiate yourself completely from the #1 and occupy your niche 3) be cautious about moving into other categories of mindshare at the risk of losing hold of your currently dominated category.
The key assumption I think made in this book that I'm confident has changed is the way that people learn about products. In the world of the 90's, people learned about products through TV, print, and other forms of media where they would then have to go into a store and make a cognitive decision to purchase the product. However, in the modern Internet business world, your product is discoverable through referrals, world of mouth, search, etc. etc. where people don't need to make a serious cognitive decision to purchase something. As a result, the way that companies can get mindshare for their products today is through getting people to commit time to trying their product in the first place and give them a positive experience as soon as possible.
The key assumption I think made in this book that I'm confident has changed is the way that people learn about products. In the world of the 90's, people learned about products through TV, print, and other forms of media where they would then have to go into a store and make a cognitive decision to purchase the product. However, in the modern Internet business world, your product is discoverable through referrals, world of mouth, search, etc. etc. where people don't need to make a serious cognitive decision to purchase something. As a result, the way that companies can get mindshare for their products today is through getting people to commit time to trying their product in the first place and give them a positive experience as soon as possible.
March 8, 2018
Este libro es sensacional, sin duda una herramienta para cualquier profesión, empresa y corporación. Es un libro compacto, fácil de leer y abarrotado con una filosofía sobresaliente. Los escenarios que presentan hacen que el marketing convencional sea OBSOLETO.
Partes de este libro son tan brillantes y densas que me encontré leyendo ciertos párrafos varias veces para captar realmente los conceptos. Me han recomendado varios libros del autor, tengo entendido que TODOS son excelente y brindan un conocimiento necesario para el crecimiento.
Aunque este libro cumple mas de 30 años, todavía estas leyes siguen prediciendo el camino de muchas empresas hoy en día.
Pienso utilizar este libro como referencia futura para cada uno de mis proyectos.
E.D.S
Partes de este libro son tan brillantes y densas que me encontré leyendo ciertos párrafos varias veces para captar realmente los conceptos. Me han recomendado varios libros del autor, tengo entendido que TODOS son excelente y brindan un conocimiento necesario para el crecimiento.
Aunque este libro cumple mas de 30 años, todavía estas leyes siguen prediciendo el camino de muchas empresas hoy en día.
Pienso utilizar este libro como referencia futura para cada uno de mis proyectos.
E.D.S
July 14, 2017
A very short book on marketing principles with a few examples.
The authors need to consult their thesaurus, their laws presented are not laws nor are they immutable. This book could push to 5 stars if they put more data behind their claims.
Here are my favorite principles presented:
Leadership: Be first, not better
Category: Make a new category if you do not fit in existing categories.
Perception: Marketing is a battle of perceptions, not products.
Duality: Every market is a two-horse race.
Success: Success leads to arrogance and then failure.
Acceleration: Successful programs are built on trends.
The authors need to consult their thesaurus, their laws presented are not laws nor are they immutable. This book could push to 5 stars if they put more data behind their claims.
Here are my favorite principles presented:
Leadership: Be first, not better
Category: Make a new category if you do not fit in existing categories.
Perception: Marketing is a battle of perceptions, not products.
Duality: Every market is a two-horse race.
Success: Success leads to arrogance and then failure.
Acceleration: Successful programs are built on trends.
November 18, 2011
Pros: Good, solid advice on marketing.
Cons: While the principles will hold true forever, the book is about 20 years old and so the examples are quite outdated, although entertainingly and educationally so. The book is also quite short. I would love to read an updated version of the book with modern-day examples and about 5 times the content.
Cons: While the principles will hold true forever, the book is about 20 years old and so the examples are quite outdated, although entertainingly and educationally so. The book is also quite short. I would love to read an updated version of the book with modern-day examples and about 5 times the content.
January 5, 2021
Law 22 (it takes money to do marketing) seems obsolete or overridden by Law 17 (things are unpredictable). In the age of the Internet, we have free social media tools, and they have proven powerful.
Don’t let the late 80s/early 90s brand references bother you. The point the authors are trying to make with those stories still hold true.
Don’t let the late 80s/early 90s brand references bother you. The point the authors are trying to make with those stories still hold true.
December 25, 2009
I think this is a great book for someone just starting to take interest in marketing. Otherwise you may find you know most or all of the information shared
November 9, 2015
Some really good points made, but packed full with hindsight biases.
August 4, 2016
For a beginner in the marketing field, I feel so lucky to start with this book.
January 25, 2020
This book has not held up well, and isn't nearly as good as the author's book on brand positioning.
Here are the 22 laws, in my own words, with their examples:
1. *Be first in category in the customer's mind.* E.g., Kleenex, Nintendo, Heinz, Xerox. The examples given are so old that they now undermine the "law." E.g., "USA Today will never succeed." "Playboy leads Penthouse."
2. *If you can't be first in a category, set up your own category.* E.g., Amelia Earhart was the first *female* pilot to cross the Atlantic solo. "You can turn an also-ran into a winner by inventing your own category."
3. *Better to be first in the customer's mind than first in sales.*
4. *Perceptions matter more than product.* "There is no objective reality, there are no best products. Perception is reality, everything else is illusion." E.g., New Coke won in taste tests, but flopped in market.
5. *Focus so that you own a word/category in the customer's mind.* E.g., PC = IBM PC; ketchup = Heinz; spreadsheet = Excel; Atari = videogames; BMW = driving.
6. *Multiple companies can't own the same word*
7. *For each category, prospects have a hierarchy in their minds and use it to filter, accept/reject marketing messages.* E.g., Avis's "we try harder" campaign worked, but the switch to "we'll be #1" failed; multiple universities have tried "we're the Harvard of [region]," and that's usually a failure, too.
8. *Every category eventually turns into a duopoly.* E.g., Pepsi and Coke, Crest and Colgate, Nestle and Hershey. Again, the examples haven't aged well: "American Airlines will probably end up as the Coca-Cola of the skies."
9. *Don't compete on factors that the leader of a category already owns -- be different.* "Too many potential #2 brands try to emulate the leader." E.g., Scope was positioned as "the good-tasting mouthwash" vs. Listerine; Stoli vodka positioned as "true Russian vodka" vs. American-made vodkas;
10. *Large categories subdivide.* E.g., "cars" became SUVs, wagons, sports cars, compact cars, luxury cars, etc.; "top 40 music" subdivided;
11. *Marketing takes time.* "At first The Donald was successful... today, Trump is $1.4B in debt. What caused Trump to fail was line extension."
12. *Line extension is a bad idea." "Microsoft is setting itself up as the next IBM, with all the negative implications." The authors suggest Microsoft will fail to achieve marketshare in word processing, spreadsheets, databases, etc. The prediction was clearly off. But the argument that line extension dilutes brand distinctiveness is still good advice. E.g., Heinz babyfood; Adidas cologne; Lifesavers gum; Bic pantyhose; Coors water; Pierre Cardin wine; Levis shoes.
13. *Sacrifice (focus) to win.* Sacrifice product line breadth to win in a single category. Sacrifice changing things every year to keep them "fresh."
14. *Every attribute attached to a brand has a counter-attribute.* E.g., Coca-Cola's "original" attribute also creates the weakness of "older", allowing Pepsi to position as "younger" and more youth-appealing.
15. *Be honest about your flaws to win points with customers.* E.g., "Avis is only #2 in rent-a-cars."; "The VW will stay ugly longer."; "With a name like Smuckers, it has to be good."; "Grapenuts is a learned pleasure."
16. *Focus on a few big levers, not being excellent across a thousand initiatives.* Look for that "one bold stroke" to make a big difference. Be unexpected in your one big move.
17. *Things are unpredictable because laws change, competitors surprise, tastes change.* E.g., Xerox research showed nobody would pay $.05 for a paper copy but obviously that wasn't true.
18. "Ego blinds marketers to reality and prevents good decision-making." "...the result: early success, and long-term failure, as demonstrated by the failure of Donald Trump."
19. *Admit your mistakes and move on with changed plans.*
20. *Don't believe the press hype.*
21. *Ignore fads, but ignore trends at your peril.* E.g., Ninja Turtles vs. Barbie Doll.
22. *It takes money to do marketing well.* You need money to land in a prospect's mind. Spend enough to be effective. You can't save your way to success.
Here are the 22 laws, in my own words, with their examples:
1. *Be first in category in the customer's mind.* E.g., Kleenex, Nintendo, Heinz, Xerox. The examples given are so old that they now undermine the "law." E.g., "USA Today will never succeed." "Playboy leads Penthouse."
2. *If you can't be first in a category, set up your own category.* E.g., Amelia Earhart was the first *female* pilot to cross the Atlantic solo. "You can turn an also-ran into a winner by inventing your own category."
3. *Better to be first in the customer's mind than first in sales.*
4. *Perceptions matter more than product.* "There is no objective reality, there are no best products. Perception is reality, everything else is illusion." E.g., New Coke won in taste tests, but flopped in market.
5. *Focus so that you own a word/category in the customer's mind.* E.g., PC = IBM PC; ketchup = Heinz; spreadsheet = Excel; Atari = videogames; BMW = driving.
6. *Multiple companies can't own the same word*
7. *For each category, prospects have a hierarchy in their minds and use it to filter, accept/reject marketing messages.* E.g., Avis's "we try harder" campaign worked, but the switch to "we'll be #1" failed; multiple universities have tried "we're the Harvard of [region]," and that's usually a failure, too.
8. *Every category eventually turns into a duopoly.* E.g., Pepsi and Coke, Crest and Colgate, Nestle and Hershey. Again, the examples haven't aged well: "American Airlines will probably end up as the Coca-Cola of the skies."
9. *Don't compete on factors that the leader of a category already owns -- be different.* "Too many potential #2 brands try to emulate the leader." E.g., Scope was positioned as "the good-tasting mouthwash" vs. Listerine; Stoli vodka positioned as "true Russian vodka" vs. American-made vodkas;
10. *Large categories subdivide.* E.g., "cars" became SUVs, wagons, sports cars, compact cars, luxury cars, etc.; "top 40 music" subdivided;
11. *Marketing takes time.* "At first The Donald was successful... today, Trump is $1.4B in debt. What caused Trump to fail was line extension."
12. *Line extension is a bad idea." "Microsoft is setting itself up as the next IBM, with all the negative implications." The authors suggest Microsoft will fail to achieve marketshare in word processing, spreadsheets, databases, etc. The prediction was clearly off. But the argument that line extension dilutes brand distinctiveness is still good advice. E.g., Heinz babyfood; Adidas cologne; Lifesavers gum; Bic pantyhose; Coors water; Pierre Cardin wine; Levis shoes.
13. *Sacrifice (focus) to win.* Sacrifice product line breadth to win in a single category. Sacrifice changing things every year to keep them "fresh."
14. *Every attribute attached to a brand has a counter-attribute.* E.g., Coca-Cola's "original" attribute also creates the weakness of "older", allowing Pepsi to position as "younger" and more youth-appealing.
15. *Be honest about your flaws to win points with customers.* E.g., "Avis is only #2 in rent-a-cars."; "The VW will stay ugly longer."; "With a name like Smuckers, it has to be good."; "Grapenuts is a learned pleasure."
16. *Focus on a few big levers, not being excellent across a thousand initiatives.* Look for that "one bold stroke" to make a big difference. Be unexpected in your one big move.
17. *Things are unpredictable because laws change, competitors surprise, tastes change.* E.g., Xerox research showed nobody would pay $.05 for a paper copy but obviously that wasn't true.
18. "Ego blinds marketers to reality and prevents good decision-making." "...the result: early success, and long-term failure, as demonstrated by the failure of Donald Trump."
19. *Admit your mistakes and move on with changed plans.*
20. *Don't believe the press hype.*
21. *Ignore fads, but ignore trends at your peril.* E.g., Ninja Turtles vs. Barbie Doll.
22. *It takes money to do marketing well.* You need money to land in a prospect's mind. Spend enough to be effective. You can't save your way to success.
September 10, 2021
Some good marketing lessons here, though I wouldn't call them "immutable" or "laws." I laughed at some of the predictions because the opposite has occurred. It's more applicable to big (national or international) businesses than small ones. For example, The Law Of Duality: In the long run, every market becomes a two-horse race. This isn't relevant to small or medium businesses, or even to many large businesses. But, most of the principles can apply even to small businesses.
The authors say the basic issue of marketing is to create a category you can be first in.
I might have gotten more out of this book if I'd read it before The 22 Immutable Laws of Branding.
Notes
1: The Law of Leadership: It’s better to be first than it is to be better.
Much easier to get into mind 1st than to convince someone you have a better product than company that got into mind 1st.
2: The Law Of The Category: If you can’t be first in a category, set up a new category you can be first in.
3: The Law Of The Mind: It���s better to be first in the mind than it is to be first in the marketplace.
Being 1st in mind is everything in marketing. Being 1st to market is only important in that it allows you to be 1st into mind.
4: The Law of Perception: Marketing is not a battle of products, it’s a battle of perceptions.
5: The Law Of Focus: The most powerful concept in marketing is owning a word in the prospect’s mind.
Common, dictionary words are best, not complicated or invented words. FedEx owns "overnight."
You want your brand to stand for generic in category (Coke owns "cola").
Best words are simple, benefit-oriented. Focus on 1 word or benefit, not more. If you strongly establish 1 benefit, prospect is likely to associate other benefits with you. E.g., BMW means "driving," Volvo means "safety," Nordstrom means "service."
Words can relate to benefits (e.g., cavity prevention), service (e.g., home delivery), audience (e.g., young people), sales (e.g., preferred brand).
You can't narrow focus with quality, honesty or any other idea that other companies aren't positioned against.
6: The Law Of Exclusivity: Two companies cannot own the same word in the prospect’s mind.
7: The Law Of The Ladder: The strategy to use depends on which rung you occupy on the ladder.
If you can't be 1st in prospect's mind, try to become 2nd and work your way up to 1st.
8: The Law Of Duality: In the long run, every market becomes a two-horse race.
Battle usually winds up as titanic struggle between old, reliable brand and upstart.
9: The Law Of The Opposite: If you’re shooting for second place, your strategy is determined by the leader.
Wherever leader is strong, there's opportunity for #2 to turn leader's strength into weakness. Don't try to be better; be different.
There seem to be 2 types of buyers: those who want to buy from leader, and those who don't. Appeal to latter group by positioning yourself against leader.
10: The Law Of Division: Over time, a category will divide and become two or more categories.
E.g., computer category split into many categories of computer.
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 a brand.
Most violated law. Happens without conscious effort.
Maintain focus; don't spread brand too thin.
13: The Law Of Sacrifice: You have to give up something in order to get something.
Opposite of line extension. Limit scope of product line, product market, constant change.
14: The Law Of Attributes. For every attribute, there is an opposite, effective attribute.
Better to go after opposite attribute of leader, not same attribute.
15: The Law Of Candor: When you admit a negative, the prospect will give you a positive.
Admit a negative and twist into a positive. E.g., "With a name like Smucker's it has to be good," Avis' "We Try Harder."
Negative statements are accepted as truth without proof, but prospects view positive statements with skepticism and want proof.
16: The Law Of Singularity: In each situation, only one move will produce substantial results.
Trying harder isn't the secret of marketing success. Only thing that works is single, bold stroke.
17: The Law Of Unpredictability: Unless you write your competitor’s 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.
Be willing to drop, rather than fix, things that aren't working.
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 build on fads, they are built on trends.
Most profitable thing to ride is a long-term trend, not a short-term fad.
22: The Law Of Resources: Without adequate funding, an idea won’t get off the ground.
Even the best idea in the world won't go very far without spending on marketing. Money is needed to get into mind and stay in mind.
The authors say the basic issue of marketing is to create a category you can be first in.
I might have gotten more out of this book if I'd read it before The 22 Immutable Laws of Branding.
Notes
1: The Law of Leadership: It’s better to be first than it is to be better.
Much easier to get into mind 1st than to convince someone you have a better product than company that got into mind 1st.
2: The Law Of The Category: If you can’t be first in a category, set up a new category you can be first in.
3: The Law Of The Mind: It���s better to be first in the mind than it is to be first in the marketplace.
Being 1st in mind is everything in marketing. Being 1st to market is only important in that it allows you to be 1st into mind.
4: The Law of Perception: Marketing is not a battle of products, it’s a battle of perceptions.
5: The Law Of Focus: The most powerful concept in marketing is owning a word in the prospect’s mind.
Common, dictionary words are best, not complicated or invented words. FedEx owns "overnight."
You want your brand to stand for generic in category (Coke owns "cola").
Best words are simple, benefit-oriented. Focus on 1 word or benefit, not more. If you strongly establish 1 benefit, prospect is likely to associate other benefits with you. E.g., BMW means "driving," Volvo means "safety," Nordstrom means "service."
Words can relate to benefits (e.g., cavity prevention), service (e.g., home delivery), audience (e.g., young people), sales (e.g., preferred brand).
You can't narrow focus with quality, honesty or any other idea that other companies aren't positioned against.
6: The Law Of Exclusivity: Two companies cannot own the same word in the prospect’s mind.
7: The Law Of The Ladder: The strategy to use depends on which rung you occupy on the ladder.
If you can't be 1st in prospect's mind, try to become 2nd and work your way up to 1st.
8: The Law Of Duality: In the long run, every market becomes a two-horse race.
Battle usually winds up as titanic struggle between old, reliable brand and upstart.
9: The Law Of The Opposite: If you’re shooting for second place, your strategy is determined by the leader.
Wherever leader is strong, there's opportunity for #2 to turn leader's strength into weakness. Don't try to be better; be different.
There seem to be 2 types of buyers: those who want to buy from leader, and those who don't. Appeal to latter group by positioning yourself against leader.
10: The Law Of Division: Over time, a category will divide and become two or more categories.
E.g., computer category split into many categories of computer.
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 a brand.
Most violated law. Happens without conscious effort.
Maintain focus; don't spread brand too thin.
13: The Law Of Sacrifice: You have to give up something in order to get something.
Opposite of line extension. Limit scope of product line, product market, constant change.
14: The Law Of Attributes. For every attribute, there is an opposite, effective attribute.
Better to go after opposite attribute of leader, not same attribute.
15: The Law Of Candor: When you admit a negative, the prospect will give you a positive.
Admit a negative and twist into a positive. E.g., "With a name like Smucker's it has to be good," Avis' "We Try Harder."
Negative statements are accepted as truth without proof, but prospects view positive statements with skepticism and want proof.
16: The Law Of Singularity: In each situation, only one move will produce substantial results.
Trying harder isn't the secret of marketing success. Only thing that works is single, bold stroke.
17: The Law Of Unpredictability: Unless you write your competitor’s 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.
Be willing to drop, rather than fix, things that aren't working.
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 build on fads, they are built on trends.
Most profitable thing to ride is a long-term trend, not a short-term fad.
22: The Law Of Resources: Without adequate funding, an idea won’t get off the ground.
Even the best idea in the world won't go very far without spending on marketing. Money is needed to get into mind and stay in mind.
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