The 22 Immutable Laws of Marketing

The Law of Leadership
It is better to be first than it is to be better.
The Law of the Category
If you can’t be first in a category, set up a new category.
The Law of the Mind
It is better to be first in the mind of the consumer than it is to be first in the marketplace.
The Law of Perception
Marketing is not a battle of products. It is a battle of perceptions.
The Law of Focus
The most powerful concept in marketing is owning a word in the prospect’s mind.
The Law of Exclusivity
Two companies cannot own the same word in the prospect’s mind.
The Law of the Ladder
The strategy you use depends on which rung you occupy in the prospect’s mind. 1st, 2nd, 3rd.
The Law of Duality
In the long run, every market becomes a two horse race.
The Law of the Opposite
If you are shooting for second place, your strategy is determined by the leader.
The Law of Division
Over time, a category will divide to become two or more categories.
The Law of Perspective
Marketing effects take place over an extended period of time.
The Law of the Line Extension
There’s an irresistible pressure to extend the equity of a brand.
The Law of Sacrifice
You have to give up something in order to get something. Don’t be a generalist.
The Law of Attributes
For every attribute, there is an effective opposite attribute.
The Law of Candor
When you admit a negative, the prospect will give you a positive.
The Law of Singularity
In each situation, only one move will produce substantial results. Segmentation and research can determine competitors’ vulnerabilities.
The Law of Unpredictability
Unless you write your competitors’ plans, you can’t predict the future.
The Law of Success
Success often leads to arrogance, and arrogance to failure.
The Law of Failure
Failure is to be expected and accepted.
The Law of Hype
The situation is often the opposite of the way it appears in the press.
The Law of Acceleration
Successful programs are not built on fads, they’re built on trends.
The Law of Resources
Without adequate funding, an idea won’t get off the ground.