22 immutable laws of marketing vs branding

On November 23, 1986, CBS broadcast a '60 Minutes' segment called 'Out of Control.' It called attention to a number of complaints about Audi's 'unintended acceleration.'.Every single automobile expert who has tested the car has failed to duplicate the complaint. Example: 'Everybody knows there's a problem with Audi cars.It's what people think about a Honda, a Toyota, or a Nissan that determines which brand will win. 'Most marketing people think the battle between the three brands is based on quality, styling, horsepower, and price.'Truth is nothing more or less than one expert's perception.'.Thoughts: It is always worth noting that 'There is no objective reality' is a self-defeating, oxymoronic statement that claims that 1.)there is no objective reality and 2.) that there is one (indicated by it's use of 'there is').All that exists in the world of marketing are perceptions in the minds of the customer or prospect.' The Law of Perception: Marketing is not a battle of products, it's a battle of perceptions. the single most wasteful thing you can do in marketing is try to change a mind.' 'Once a mind is made up, it rarely, if ever, changes.'If marketing is a battle of perception, not product, then the mind takes precedence over the marketplace.'.'Being first in the marketplace is important only to the extent that it lets you get in the mind first.'.The Law of the Mind: It's better to be first in the mind than to be first in the marketplace. Thoughts: The advice to niche down into a specific, new category is excellent. 'When you're first in a new category, promote the category.Few people are interested in what's better.' Prospects are on the defensive when it comes to brands.But prospects have an open mind when it comes to categories. 'This is counter to classic marketing thinking, which is brand oriented: How do I get people to prefer my brand? Forget the brand.Amstel Light came into the market as the first imported light beer, and carved out a niche. Example: Miller light was the first domestic light beer.Find a new category you can be first in.' 'If you don't get into the prospect's mind first, don't give up hope.The Law of the Category: If you can't be first in a category, set up a new category you can be first in. Neither Hertz nor IBM are top of mind to me in their respective categories. Thoughts: This might be true in the short-term (which is very important), but the authors overstate the power of this law. 'The leading brand in any category is almost always the first brand in the prospect's mind.'People tend to stick with what they've got'.'The basic issue in marketing is creating a category you can be first in.It's much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first.'.The Law of Leadership: It's better to be first than it is to be better The idea of the book is that there are 22 'basic laws that govern success and failure in the marketplace'.

22 immutable laws of marketing vs branding