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Thursday, 11.20.2008 |
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| The 22 Immutable Laws of Marketing |
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Product Details
Notes
be first to market, not the best
choose a name that can become generic
create a new category to be first in
it's hard to change a prospect's mind
don't build up opinion slowly, blast in quick
choose a simple name that's easy to remember
marketing is about perceptions, not products
focus on branding a word in the minds of prospects
brand above you has twice the market share usually
prospects remember up to seven top brand names
don't pretend to be #1 if you're not, admit your position
in the long run, you end up with 2 major brands
if you're #2, present yourself as the alternative
don't try to beat #1 at what they already own
don't use the same brand name for different categories
create a new brand name for each category
more people buy your product than the ones you target
the target is not the market, so narrow your target
build a long term trend, dampen any short term fad |
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