1.The law of leadership : It's better to be first than it is to be better
2.The law of the category : If you can't be the first in a category, set up a new category you can be first in
3.The law of the mind : It's better to be first in the mind than to be first in the marketplace
4.The law of perception : Marketing is not a battle of products, it's a battle of perception
5.The law of focus : The most powerful concept in marketing is owning a word in the prospect's mind
6.The law of exclusivity : Two companies cannot own the same word in the prospect's mind
7.The law of the ladder : The strategy to use depends on which rung you occupy on the ladder
8.The law of duality : In the long-run, every market becomes a two-horse race
9.The law of the opposite : If you're shooting for second place, your strategy is determined by the leader
10.The law of division : Over time, a category will divide and become two or more categories
11.The law of perspective : Marketing effects take place over an extended period of time
12.The law of line extension : There's an irresistible pressure to extend the equity of the brand
13.The law of sacrifice : You have to give up something in order to get something
14.The law of attributes : For every attribute, there is an opposite, effective attribute
15.The law of candor : When you admit a negative, the prospect will give you a positive
16.The law of singularity : In each situation, only one move will produce substantial results
17.The law of unpredictability : Unless you write your competitors' plans, you can't predict the future
18.The law of success : Success often leads to arrogance, and arrogance to failure
19.The law of failure : Failure is to be expected and accepted
20.The law of hype : The situation is often the opposite of the way it appears in the press
21.The law of acceleration : Successful programs are not built on fads, they're built on trends
22.The law of resources : Without adequate funding an idea won't get off the ground
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