The Law of Focus – The most powerful concept in marketing is owning a word in the prospect’s mind.Īccording to the law of focus, the brand needs to be associated with a word or own a word.For example, would Harley Davidson make a great car company? Probably yes, for a company, not if you go by the law of perception (also articulated at a greater length in law of line extension) The chapter undermines the fact that markers often go by objective reality which is not the hallmark of good marketing strategy. My favourite quote from the book happens to lie in this chapter when the authors, philosophically and quite charmingly, say: “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 perception.24 years and $2 billion later, Xerox is nowhere into computers.” So, why did IBM become synonymous with mainframe computers? Because they got into the mind of the customers first with astute marketing.Īnother interesting example: “Xerox was first in copiers and then tried to get into computers business. This is supported by a brilliant example of IBM not being in the marketplace first as a mainframe computer. The Law of the Mind – It’s better to be first in the mind than it is to be in the marketplace.Of course, these are taken, but then innovation in the category is the name of the game! if there is already a stock trader, be the first discount trader if there is already a beer brand, be the first to introduce light beer, etc. The authors emphasise that to succeed you need to super specialise or be the first in the category – e.g. But coincidentally she is better known as the “first woman to fly the Atlantic solo?” You get the law now, right? “Who was the third person to fly the Atlantic solo?” You think you don’t know but you know. This chapter is followed by an interesting example, as a follow-up to the first one: The Law of the Category – If you can’t be the first in a category, set up a new category you can be first in.Remember Neil Armstrong? I bet you don’t remember who followed him close second. Still, it is the first that people remember.
It further says that the second person was Bert Hinker, and he was faster, and consumed less fuel.
What’s the name of the second person to fly the Atlantic Ocean solo? Don’t remember, right?” “What’s the name of the first person to fly the Atlantic Ocean solo? Charles Lindbergh, right? The book emphatically cites that it is better, in fact best, to be the first-mover than a better-mover, ie if you are first in marketing, then you are already in the mind of the customer. The Law of Leadership – It is better to be first than to be better.So, what are these laws in the coveted marketing book? The authors emphatically say that billions of dollars are ‘wasted’ in marketing by not adhering to laws of marketing, and support it with astounding examples of formidable brands. When Al Ries and jack Trout penned 22 Immutable Laws of Marketing, I am not sure they knew that the laws would become actually so immutable (though many can be contradicted with real life examples)
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