The 22 Immutable Laws of Marketing

1: The Law of Leadership: It’s better to be first than it is to be better.
2: The law of category: If you can’t be first in a category, setup a new category you can be first in.
3: The law of the mind: It’s better to be first in the mind than to be first in the market place
4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions.
5: The law of focus: The most powerful concept in marketing is owning a word in the prospect’s mind.
6: The Law of Exclusivity: Two companies cannot own the same word in the prospect’s mind.
7: The law of ladder: The strategy to use dependent on which rung you occupy on the ladder.
8: The Law of Duality: In the long run, every market becomes a two-horse race.
9: The Law of the opposite: If you’re shooting for second place, your strategy is determined by the leader.
10: The Law of Division: Over time, a category will divide and become two or more categories.
11: The Law of perspective: Marketing effects take place over an extended period of time.
12: The Law of Line Extension: There’s an irresistible pressure to extend the equity of the brand.
13: The Law of sacrifice: You have to give up something in order to get something.
14: The Law of Attributes: For every attribute, there is an opposite, effective attribute.
15: The Law of candor: When you admit a negative, the prospect will give you a positive.
16: The Law of singularity: In each situation, only one move will produce substantial results.
17: The Law of unpredictability: Unless you write your competitors’ plans, you can’t predict the future.
18: The Law of success: Success often leads to arrogance, and arrogance to failure.
19: The Law of failure: Failure is to be expected and accepted.
20: The Law of hype: The situation is often the opposite of the way it appears in the press.
21: The Law of acceleration: Successful programs are not built on fads, they’re built on trends.
22: The Law of Resources: Without adequate funding an idea won’t get off the ground.