Forfattere
Al Ries
Jack Trout
“Marketing is not a battle of products, it’s a battle of perception.”
I år fikk jeg endelig lyttet meg gjennom The 22 Immutable Laws of Marketing, en klassiker som er nesten like gammel som meg selv.
Fortsatt mye relevant snacks her over 30 år senere. Mine 10 favoritter:
1️⃣ Marketing is not a battle of products, it’s a battle of perception.
2️⃣ The most powerful concept in marketing is owning a word in the prospect’s mind.
3️⃣ It’s better to be first in the mind than to be first in the marketplace.
4️⃣ If you can’t be first in a category, set up a new category you can be first in.
5️⃣ Over time, a category will divide and become two or more categories.
6️⃣ If you’re shooting for second place, your strategy is determined by the leader.
7️⃣ Marketing effects take place over an extended period of time.
8️⃣ You have to give up something in order to get something.
9️⃣ When you admit a negative, the prospect will give you a positive.
🔟 Success often leads to arrogance, and arrogance to failure.