22 Immutable Laws of Marketing

22 Immutable Laws of Marketing

Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.

Contents

Introduction
- Open your mind
- Obvious
- Programs that work are almost always in tune with some fundamental force in the marketplace
- You can build a brilliant marketing program only to have one of the immutable laws knock you flat if you don't know what they are
- Principles
The law of …
- Leadership — Its better to be first than to be better
- The Category — If you are not first in the category, set up a new category in which you are first
- The Mind — Its better to be first in prospect's mind than first in the market place
- Perception — Marketing is a battle of perceptions
- Focus — The most powerful concept in marketing is owning a word in the customer's mind. Not a complicated word. Not a invented word. A simple word. A word taken right out of the dictionary
- Exclusivity — Two companies can't own the same word in the prospect's mind
- The Ladder — The strategy to use depends on the rung you occupy on the ladder
- Duality — In the long run it becomes a two horse race
- The Opposite — If you are shooting for second place. Your strategy is determined by the leader
- Division — Like amoeba dividing in a petri dish the marketing arena can be view as an ever expanding sea of categories
- Perspective — Marketing effects take place over an extended period of time
- Line Extension — Their is an irresistible pressure to extend the equity of a brand
- Sacrifice — You have to give up something to get something
- Attributes — For every attribute their is an opposite effective attribute
- Candor — When you admit a negative the prospect will give you a positive
- Singularity — In any situation only one move will produce substantial results
- Unpredictability — Unless you can write your competitor's plans you can't predict the future
- Success — Success often leads to arrogance and arrogance to failure
- Failure — Failure is to be expected and accepted
- Hype — The situation is often the opposite of the way it appears in the press
- Acceleration — Successful programs are not built on fads
- Resources — Without adequate funding an idea won't get off the ground
Ending
- Warning about the potential dangers of trying to apply these laws in an existing organization

“The greatest danger in times of turbulence is not turbulence; it is to act with yesterday’s logic”. — Peter Drucker

The shift from manual workers who do as they are being told — either by the task or by the boss — to knowledge workers who have to manage themselves ↓ profoundly challenges social structure …

“Managing Oneself is a REVOLUTION in human affairs.” … “It also requires an almost 180-degree change in the knowledge workers’ thoughts and actions from what most of us—even of the younger generation—still take for granted as the way to think and the way to act.” …

… “Managing Oneself is based on the very opposite realities: Workers are likely to outlive organizations (and therefore, employers can’t be depended on for designing your life), and the knowledge worker has mobility.” ← in a context

These pages are attention directing tools for navigating a world moving toward unimagined futures.

It’s up to you to figure out what to harvest and calendarize
— working something out in time (1915, 1940, 1970 … 2040 … the outer limit of your concern) — nobody is going to do it for you.

It may be a step forward to actively reject something (rather than just passively ignoring) and then figure out a coping plan for what you’ve rejected.

Your future is between your ears and our future is between our collective ears — it can’t be otherwise. A site exploration starting point

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