Understanding the 22 immutable laws of marketing

In the perpetually evolving world of cross-media marketing, formulaic strategies seldom stand the test of time. In many respects, a marketing campaign is a collective effort; a fusion of design, strategy, psychology, and research.

Although there are no set-in-stone rules in the marketing world, a set of laws (more or less) governs the perspicacious cross-media marketer. As recommended by the authors: “violate them at your own risk.”

In case you haven’t had a chance to pick up a copy of Al Ries and Jack Trout’s The 22 Immutable Laws of Marketing, we’ve put together a synopsis here for your reference.

1. It is better to be first than it is to be better.
   Make sure you’re defining or creating something which hasn’t affected your audience before.
2. If you can’t be first in a category, set up a new category you can be first in.
   Why not? There’s nothing stopping you.
3. It is better to be first in the mind than to be first in the marketplace.
   People remember experiences, not advertising or promotional materials.
4. Marketing is not a battle of products, it’s a battle of  perceptions.
   you are what you eat, but you aren’t what you think.
5. The most powerful concept in marketing is owning a word in the prospect’s mind.
   One formula: Brand Penetration = Word Association
6. Two companies cannot own the same word in the prospect’s mind.
   Just like your first day of school – be yourself
7. The strategy to use depends on which rung you occupy on the ladder.
   Investigate and understand your competition.
8. In the long run, every market becomes a two horse race.
   Know thy enemy.
9. If you are shooting for second place, your strategy is determined by the leader.
   Never settle for second. Remember Law #1 and 2
10. Over time, a category will divide and become two or more categories.
    Time for expansion!
11. Marketing effects take place over an extended period of time.
    There is no “set it and forget it” solution. Be patient.
12. There is an irresistible pressure to extend the equity of the brand.
    Don’t fall for peer pressure.
13. You have to give up something to get something.
    Choose but choose wisely.
14. For every attribute, there is an opposite, effective attribute.
    Get your ducks in a row before you count them.
15. When you admit a negative, the prospect will give you a positive.
    Honesty is the best policy.
16. In each situation, only one move will produce substantial results.
    Think checkmate.
17. Unless you write your competitor’s plans, you can’t predict the future.
    Go with the flow, but know where the river goes.
18. Success often leads to arrogance, and arrogance to failure.
    Be humble.
19. Failure is to be expected and accepted.
    “Never, never, never give up.” – Winston Churchill
20. The situation is often the opposite of the way it appears in the press.
    Don’t believe the hype.
21. Successful programs are not built on fads, they’re built on trends.
    Be a trend spotter.
22. Without adequate funding, an idea won’t get off the ground.
    Be frugal. Not Cheap.