Ries and trout the 22 immutable laws of marketing

The Law of Perception РІР‚вЂњ Marketing is not a battle of products, itРІР‚в„ўs a battle of perception.24 years and $2 billion later, Xerox is nowhere into computers.РІР‚Сњ So, why did IBM become synonymous with mainframe computers? Because they got into the mind of the customers first with astute marketing.Р”Р„nother interesting example: РІР‚СљXerox 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 РІР‚вЂњ ItРІР‚в„ўs 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 РІР‚вЂњ e.g. But coincidentally she is better known as the РІР‚Сљfirst woman to fly the Atlantic solo?РІР‚Сњ You get the law now, right? РІР‚СљWho was the third person to fly the Atlantic solo?РІР‚Сњ You think you donРІР‚в„ўt 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 РІР‚вЂњ If you canРІР‚в„ўt be the first in a category, set up a new category you can be first in.Remember Neil Armstrong? I bet you donРІР‚в„ўt 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. WhatРІР‚в„ўs the name of the second person to fly the Atlantic Ocean solo? DonРІР‚в„ўt remember, right?РІР‚Сњ РІР‚СљWhatРІР‚в„ўs 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 РІР‚вЂњ 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 РІР‚ВwastedРІР‚в„ў 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)

Ries and trout the 22 immutable laws of marketing