Kevin07…Why Not The 22 Immutable Laws of Marketing?

As a big fan of Al Ries and Jack Trout, I normally measure firm’s against the 22 immutable laws of marketing.

So, in this final week of the 2008 Australian Federal Election, I’ve been thinking…What if, the next Australian Federal Government wrote the 22 immutable laws of marketing into law.

How would this effect Australian businesses and the economy? Would Australia become the marketing world’s own Utopia? Would this attract the finest marketing brains from round the World?

I think I best wake-up!

Here is Al Ries and Jack Trout‘s 22 immutable laws of marketing:

1.   Leadership – It’s better to be the first than it is to be better.

2.   The Category – If you can’t be first in a category, change the nature of the category or set up a new category you can be first in.

3.   The Ladder – The strategy to use depends on which rung you occupy on the ladder.

4.   Duality – In the long run, every market becomes a two-horse race.

5.   The Mind and Perception – Marketing is not a battle of products, it’s a battle of perceptions; and sometimes it’s better to be first in the mind than to be first in the marketplace.

6.   Focus – The most powerful concept in marketing is owning a word in the prospect’s mind.

7.   Extension – There’s an irresistible pressure to extend the equity of the brand.

8.   Exclusivity and Superiority – Owning a superior position in the customer’s mind is vital; marketing is a continuous search for exclusivity.

9.   Division – Over time, a category will divide and become two or more categories.

10. The Heart (Emotion) – Marketing strategies without emotion will not work.

11. Attributes – When you have to focus on attributes, for every one of them, there is an opposite and effective attribute.

12. Candor – When you admit a negative, the prospect will give you a positive.

13. Sacrifice – You have to give something up in order to get something.

14. Success – Success often leads to arrogance, and arrogance to failure.

15. Failure – Failure is to be expected and accepted.

16. Unpredictability – Unless you write your competitors’ plans, you can’t predict the future.

17. Hype – The situation is often the opposite of the way it appears in the press.

18. Acceleration – Successful programs are not built on fads, they’re built on trends.

19. Perspective – Marketing effects take place over an extended period of time.

20. The Opposite – If you are shooting for second place, your strategy is determined by the leader.

21. Origin – Where brands come from is often more important than how good they are.

22. Resources – Without adequate funding and expertise an idea won’t get off the ground, and a brand cannot be built.

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