22 immutable laws_of_marketing

Artur Lapinsch
Artur LapinschI build companies & I write. em Perengo
Immutable
     Laws
22     of
Marketing
# 1
It is better to be
first than to be better.
# 2
If you can‘t be first in
this category, set up a
new category you can be
first in.
# 3
It is better to be
first in the mind than
to be first in the
marketplace.
# 4
Marketing is not a
battle of products, it's
a battle of perceptions.
# 5
The most powerful
concept in marketing is
owning a word in the
prospect's mind.
# 6
Two companies cannot
own the same word in
the prospect's mind.
# 7
The strategy to use
depends on which rung
you occupy on the ladder.
# 8
In the long run, every
market becomes a two
horse race.
# 9
If you are shooting for
second place, your
strategy is determined
by the leader.
# 10
Over time, a category
will divide and become
two or more categories.
# 11
Marketing effects take
place over an extended
period of time.
# 12
There is an irresistible
pressure to extend the
equity of the brand.
# 13
You have to give up
something to get
something.
# 14
For every attribute,
there is an opposite,
effective attribute.
# 15
When you admit a
negative, the prospect
will give you a
positive.
# 16
In each situation, only
one move will produce
substantial results.
# 17
Unless you write your
competitor's plans, you
can't predict the future.
# 18
Success often leads to
arrogance, and arrogance
to failure.
# 19
Failure is to be expected
and accepted.
# 20
The situation is often
the opposite of the way
it appears in the press.
# 21
Successful programs are
not built on fads,
they're built on trends.
# 22
Without adequate
funding, an idea won't
get off the ground.
credits
22 Immutable Laws of Marketing
      by al ries and jack trout

                slide design by
                 artur lapinsch
1 de 24

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22 immutable laws_of_marketing