But this is not the case.Ĭonsumer consciousness is very difficult to change. Most people think that they perceive the surrounding reality more correctly than others. Some people think this product/service is the best, while others don’t. There is no better product or service, there is only the customer’s perception. Marketing is not a battle of products, it’s a battle of perception. You can’t change your mind when it’s already formed. The problem is to put a concept or idea into the minds of potential customers. Being first in the market is important only in so far as it allows you to be the first to enter the minds of prospects. The law of the Mind complements the Law of Leadership. It’s better to be first in the mind than it is to be first in the marketplace. If you are the first in a new category, promote this category. The authors recommend thinking in categories, rather than focusing on the brand, as prospects are not interested in which brand is better since they already have their idea about it.īut when it comes to categories, potential customers become more open to offers. When you introduce a new product to the market, you should ask yourself the question What category is this new product first in? If you can’t be first in a category, set up a new category you can be first in. One of the reasons why the first brand most often retains leadership is that its name becomes generic. It is easier to get into the mind first than later to try to convince everyone that your product is better than the one who is already the first. As proof, they cite the first law of marketing – the law of leadership, which sounds like It’s better to be first than it is to be better. Al Ries and Jack Trout believe this is a myth. There is an opinion that the main goal of marketing is to show prospects that your product/service is better than the competition. It’s better to be first than it is to be better. A brand is a proper noun that can be used in place of a common word.Let’s look at these laws. A brand is a singular idea or concept that you own inside the mind of the prospect. The Law of Singularity The most important aspect of a brand is its single-mindedness. The Law of Mortality No brand will live forever. The Law of Change Brands can be changed, but only infrequently and only very carefully. Success is measured in decades, not years. The Law of Consistency A brand is not built overnight. The perception of where the brand comes from can add or subtract value. Crossing a border often does add value to a brand. The Law of Borders There are no barriers to global branding. The Law of Color A brand should use a color that is the opposite of its major competitor’s. Horizontal shape provides maximum impact. The Law of Shape A brand’s logo should be designed to fit the eyes – both eyes. The Law of Siblings There is a time and a place to launch a second brand. The Law of Subbrands What branding builds, subbranding can destroy. The Law of the Company Brands are brands. (National……, General……, Nature’s…….) Hard to differentiate a generic-named brand from competition. The Law of Generic One of the fastest routes to failure is giving a brand a generic name. Healthy competition brings more customers to the category. The Law of Fellowship To build the category, a brand should welcome other brands. The Law of Extensions The easiest way to destroy a brand is to put its name on everything. The difference between brands is not in the products, but in the product names – the perception of the names. The Law of the Name In the long run, a brand is nothing more than a name. The Law of the Category A leading brand should promote the category, not the brand. Sometimes expressed through a higher price and accompanying feature that seems to justify the price. The Law of Quality Quality is important, but brands are not built on quality alone. The Law of Credentials The crucial ingredient in the success of any brand is its claim to authenticity. FedEx = Overnight delivery Kleenex = Tissue Xerox = Copy The Law of the Word A brand should strive to own a word in the mind of the consumer. Leadership is the single most important motivating factor in customer behavior. Brand leaders advertise their leadership. The Law of Advertising Once born, a brand needs advertising to stay healthy. The best way to generate publicity is by being first – the first brand in a new category. The Law of Publicity The birth of a brand is achieved with publicity, not advertising. A powerful branding program always starts by contracting the category, not expanding it. The Law of Contraction A brand becomes stronger when you narrow its focus. When you put your brand name on everything, that name loses its power. The Law of Expansion The power of a brand is inversely proportional to its scope.
#22 immutable laws of marketing ebook free download how to
The 22 Immutable Laws of Branding How to Build a Product or Service into a World-Class Brand by Al Ries
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