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In some product categories, the ladder may have seven rungs, and you need to know it to build your strategy. Your marketing strategy depends on the step you take on the market ladder. The first step is the market leader the second is the second placed and so on. Imagine the market as a ladder inside the consumer's head. If you try to steal the phrase or word of your rival, your marketing efforts end up strengthening the position of your competitor. If a competitor already owns a phrase or word, do not try to use it but find something different and unique. Burger King tried to own the word "fast" but it was already McDonald's, and so they failed and spent millions.
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#6: The Law of ExclusivityĬomplementing the law of focus, it is impossible to take the word of another company. Computers are synonymous with IBM and Google means researching something. Shaving blades are synonymous with Gillette. Holding a specific context ensures that when people are exposed to this word, they connect it with the brand that owns the word. The most powerful thing that exists in marketing is to own a word in the consumer's mind. Therefore, the focus of marketing should always be directed at changing perceptions. The curious point is that in Japan, Honda is renowned for its motorcycles. If the quality of a car is the most important to the consumer, the leader should be the same in both markets. In Japan, the biggest automaker is Honda, but in the US market, it is only in third place, behind Toyota and Nissan. There is no truth, and what we call truth is a perception that people create in their minds. Marketing is not about products, their features, and their qualities but about people's perceptions about that product. To be successful without spending a lot of money on buying advertising, your goal is to find as many minds as possible yet without a formed opinion and work hard to form them. But, since the consumer is predisposed with a brand, it is very difficult to change it. Being the pioneer of a market helps, after all, there is no competition for the minds of consumers. More important than being number 1 on the market, is being number 1 in the minds of consumers. You may not be the first man to step on the moon, but you may be the first woman to step on the moon. In the example of the "imported beers" category, Heineken can be a leader, but you can be a leader in the "light imported beers" category, for example. The category does not have to be brutally different, but if there is a leader in the current category, create a variation where you can be unique. Given the difficulty of leading a category whose competition already exists, it is better to create a new category of products and position your product in it. By the way, being first does not help if the product or idea is not good. The same goes for Miller, the first light beer on the American market. Heineken was the first imported beer in the United States and continues today to be number 1. People tend to remember who was the first man on the moon or the first aviator, but no one remembers who was the second.
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Should we begin? #1: The Law of Leadershipīeing the first in a market is better than having a better product than the competition. Violate these laws, and you will be out of the market. Al Ries and Jack Trout in The 22 Immutable Laws of Marketing have captured a compendium of best practices for the ultimate success of the modern marketer. Have you ever wondered if there are fundamental marketing principles that can be followed by anyone that allows them to create winning companies? Two of the world's most renowned marketing consultants and authors came together to try to outline them and turned it into a book that is a masterpiece for all those who want to work in the field.