The Law of the Ladder – The strategy to use depends on which rung you occupy on the ladder.FedEx owns the word ‘overnight’ and has been unchallenged despite hordes of challengers. It is very difficult (the authors say impossible) to change the consumer’s mind once it has been made up. Has PHD attained brand recall value in the category? No, I don’t think so, and I am sure that Domino’s home delivery turnover is much higher than that of Pizza Hut’s. Pizza Hut, threatened by the domination of Domino’s, crafted ‘Phd’ and pumped millions of dollars in its promotion. Domino’s was the first to own ‘home delivery’ in India in a very nascent stage. The Law of Exclusivity – Two companies cannot own the same word in the prospect’s mind.īefore I elaborate on this, I can give my own example in the Indian context.These brands focus on a genre/category/element/trait that becomes synonymous with its product.
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For example, in the US context (the authors are American), the word ‘ketchup’ is associated with Heinz ‘driving’ with BMW’ ‘safety’ with Volkswagen ‘home delivery’ with Domino’s ‘youth’ with Pepsi. The Law of Focus – The most powerful concept in marketing is owning a word in the prospect’s mind.Īccording to the law of focus, the brand needs to be associated with a word or own a word.For example, would Harley Davidson make a great car company? Probably yes, for a company, not if you go by the law of perception (also articulated at a greater length in law of line extension) The chapter undermines the fact that markers often go by objective reality which is not the hallmark of good marketing strategy. My favourite quote from the book happens to lie in this chapter when the authors, philosophically and quite charmingly, say: “All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The Law of Perception – Marketing is not a battle of products, it’s a battle of perception.24 years and $2 billion later, Xerox is nowhere into computers.” So, why did IBM become synonymous with mainframe computers? Because they got into the mind of the customers first with astute marketing.Īnother interesting example: “Xerox 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 – It’s 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 – e.g. But coincidentally she is better known as the “first woman to fly the Atlantic solo?” You get the law now, right? “Who was the third person to fly the Atlantic solo?” You think you don’t know but you know. This chapter is followed by an interesting example, as a follow-up to the first one:
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The Law of Leadership – 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 ‘wasted’ 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)