Goodread : The 22 immutable laws of marketing.

# 1: The Law of Leadership?

It’s better to be first than it is better. The leading brand in any category is almost always the first brand into the prospect’s mind Ex Jeep was the first to introduce 4 wheel drive off road vehicles & still is a leading brand .??

# 2: The Law of Category

If you can’t be first in a category, set up a new category you can be first in. IBM became a big success in computers when it entered, along with IBM jumped other brands like NCR , RCA , Honeywel but nowhere they reached near to IBM. The 2nd most successful company after IBM in 80’s Digital equipment corporation which came up with a new category of minicomputers while IBM was leading in computer segment

# 3: The Law of The Mind

It’s better to be first in the mind than to be first in the marketplace. You can’t change a mind once a mind is made up.Law of Mind modifies law of leadership IBM wasn’t the first company in mainframe computer segment, it was Remington Rand however due to massive marketing effort IBM got into minds.?

# 4: The Law of Perception

Marketing is not a battle of products, it’s a battle of perception. All that exists in the world of marketing are perceptions in the minds of the customer or prospect.?

# 5: The Law of Focus

The most powerful concept in marketing is owning a word in the prospect’s mind. A company becomes incredibly successful once it owns a word in prospects mind, in current perspective whenever you think about online search the first word comes to mind is “Google”

# 6: The Law of Exclusivity

?Two companies cannot own the same word in the prospect’s mind i.e Two brands cannot come to mind at the same time.

#7 The Law of The Ladder

This strategy you use depends on which rung you occupy on the ladder. Your marketing strategy should depend on how soon you got into the mind and consequently which rung of the ladder you occupy. The higher the better?

Chapter 8: The Law of Duality

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

Coke & Pepsi, Mcdonalds & Burger king & immense others

# 9: The Law of Opposite

If you’re shooting for second place, your strategy is determined by the leader. By positioning yourself against the leader, you take business away from all the other alternatives to No. 1.

Chapter 10: The Law of Diversion

#10 : Over time, a category will divide and become two or more categories.?

A category starts off as a single entity. But over time, the category breaks up into other segments for ex automobile started & then divided into segments like SUV , MPV , Sedan , Hatchback etc

#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.?

There are three things to sacrifice:

1. Product line

2. Target market

3. Constant change

# 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

A 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.