The 22 Immutable Laws of Marketing (Summary)
Who was the first person to fly solo across the Atlantic Ocean? Charles Lindbergh. Who was the second? You probably have no idea. This simple question reveals the single most powerful law of marketing: It's better to be first than it is to be better. The battle of marketing isn't won with a better product; it's won in the customer's mind, and the first one there almost always wins.
If You Can't Be First, Create a New Playground
If the 'first' position in a category is already taken, don't compete head-on. Invent a new category where you can be first.
Amelia Earhart wasn't the first person to fly the Atlantic, she was the third. But she's famous because she was the first woman to do it. Dell didn't invent the personal computer, but they created and dominated a new category: the first PC company to sell directly to the consumer.
Marketing is a Battle of Perception, Not Products
The 'best' product rarely wins. The brand that wins the battle for the customer's perception is the one that wins in the marketplace. The actual truth is secondary to what the customer believes to be true.
In the U.S., Honda is a top car brand. But in its home country of Japan, Honda is known primarily for motorcycles. Despite making identical, high-quality cars, Honda has struggled for decades to sell them to the Japanese public because, in the Japanese mind, 'Honda' means 'motorcycle'.
Own One Word in the Customer's Mind
The most effective marketing strategy is to burn a single, powerful word or concept into the mind of your prospect. When they think of that word, they should think of you.
What word does FedEx own? 'Overnight.' Volvo? 'Safety.' Kleenex? 'Tissue.' For decades, Domino's owned 'Home Delivery.' By focusing all messaging on owning a single attribute, these brands became synonymous with their category.
The Law of the Opposite
If you're shooting for second place, your strategy is determined by the leader. You must position yourself as the alternative, not just another 'me-too' option.
For years, Avis was the #2 car rental company and was losing money. Instead of claiming to be as good as the leader, Hertz, they embraced their second-place status with the legendary tagline: 'Avis is only No. 2 in rent a cars. So why go with us? We try harder.' This repositioned them as the clear alternative and made them highly profitable.
