22 LAWS OF MARKETING
1. THE LAW OF LEADERSHIP: “It’s better to be first than it is to be better.”
a. Create a category you can be first in.
b. It’s much easier to get into the mind first than to try to convince customers
you have a better product than the one that did het there first.
c. First brands tend to retain their leadership as the names often become
d. Regardless of reality, people perceive first products into the mind as superior.
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.”
a. Launch a new product that answers the question “first what?”
b. What category is this new product first in?
3. THE LAW OF THE MIND: “It’s better to be first in the mind than to be first in the
a. Being first in the mind is everything in marketing.
b. The mind takes precedence over the marketplace.
c. The single most wasteful marketing effort is try to change a mind-set. People
don’t like to change their minds.
4. THE LAW OF PERCEPTION: “Marketing is not a battle of products, it’s a battle of
a. All that exists in the world of marketing are perceptions in the minds of the
b. The perception is the reality. Everything else is an illusion.
c. It is what people think about the brand that makes it a winner or a loser.
They believe what they want to believe.
5. THE LAW OF FOCUS: “The most powerful concept in marketing is owning a word in the
a. Burn your way into the mind by narrowing the focus to a single word or
b. The most effective words are simple and benefit-oriented, service-related,
audience-related or sales-related.
c. You become stronger when you reduce the scope of your operations. You
can’t stand for something if you chase after everything.
6. THE LAW OF EXCULSIVITY: “Two companies cannot own the same word in the
a. It is futile to attempt to own the same word or position owned by your
b. You can’t change