Prospects close their ears when we talk to them about brands, as they are besieged by advertisements wanting to prove to them that this or that brand is better. You must forget the brand and think in terms of categories. Dell was able to break into an ultra-competitive market by selling its machines over the phone and then directly over the Internet without going through intermediaries. 1 by creating a new category that you will invest first in. The second most successful IT company in the 1960s and 1970s was Digital Equipment Corporation, which created the niche market for minicomputers and was the leader in it. Of the 7 companies that rushed into the same market, which one was second? None of them. What was the most successful IT firm in the 60s and 70s? IBM. Who was the first to prevail in minds in the category of “computers”? IBM. It took five years for an importer to think, “if there is a market for an American light beer, there is a market for an imported light beer”. Similarly, Miller Lite was the first American light beer. However, they rather thought, “If there is a market for high-priced imported beer in the US, there must be a market for a high-priced American beer”. When they saw this, the American beer maker Anheuser-Busch could have tried to beat them by also bringing in an imported beer. Heineken was the first imported beer in the United States and has become a leader in this sector. Why? Because she is the first woman to fly the Atlantic! What about the second person? Uh… And the third person? Amelia Earhart.ĭoesn’t her name sound familiar? And yet, she is much better known than Bert Hinkler, the second to fly the Atlantic. Who is the first person to fly across the Atlantic? Charles Lindbergh. Law 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 When a brand becomes a generic term, its future is assured: Scotch, Fridge, Velcro, Aspirin, etc.īut what if your product or company is not the first in its category? Are you forever doomed to being overshadowed by the pioneers? Not necessarily. In each category, the leading brand is indeed very often the brand that was the first to get into the minds of consumers. Now you have come to understand the importance of being first. If you answered “Louis Blériot” to the first question, and didn’t find the answer for the second, congratulations! You’re not alone. Who was the first person to fly across the English Channel alone?.To demonstrate this, just answer these two questions: Being the first makes it possible to easily get into people’s minds. Why? Simply because our prospects and customers have more to do than to remember the name of our company and our products. For the law of leadership states that you need to be the first. The main goal of a company is to create a category in which it will be first. Many people believe that the main purpose of a company’s marketing department is to convince its prospects of the superiority of their products or services. Chronicle and summary of “The 22 Immutable Laws of Marketing”: Law 1: The law of Leadership – It’s better to be first than it is to be better Summary of “The 22 Immutable Laws of Marketing”: In marketing, as elsewhere, there are fundamental laws that make the success or failure of companies, even the largest ones the authors, who are marketing experts and one of whom is the inventor of the positioning concept, unveil these laws one by one while giving us many concrete examples of their application…or their violation.īy Al Ries and Jack Trout, 1993, 176 pages.
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Get The 22 Immutable Laws of Marketing online audio book store and download it right to your computer, smartphone or tablet.Welcome back to Books That Can Change Your Life ! Since it is not your first visit here, you must want to receive The 3 Vital Principles To Succeed in Life, backed by science : Violate them at your own risk.ĭownload The 22 Immutable Laws of Marketing Audiobook. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace. The 22 Immutable Laws of Marketing Summary:There are laws of nature, so why shouldn't there be laws of marketing?Īs Al Ries and Jack Trout-the world-renowned marketing consultants and bestselling authors of Positioning-note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. The 22 Immutable Laws of Marketing Audiobookĭuration: 3 hours 7 minutes Get now > The 22 Immutable Laws of Marketing Audiobook In Here
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