Marketing is a battle inside the mind of the customers. It’s better to be first in the mind than to be first in a marketplace. When you launch a new product, the question to ask is not if the product is better than the competition, but what is a “first” about your product? That’s because everyone is interested in what’s new. Eg: if you can’t be the first beer, be the first foreign beer. If you cannot invent a product, invent a new category to be first in. If you cannot be first in a category, set up a new category you can be first in. Timing, however, is an issue, and should be taken into account. Hence the need to create your product, or the category of your product. If you are the first one to do what you do, people will remember you for it. It’s better to be first than it is to be better. You avoid making marketing mistakes when you make sure your marketing respects the laws. Summary of The 22 Immutable Laws of Marketing Written by Al Ries and Jack Trout Introduction Never use an existing brand to sell a non-related product to the existing ones.Įg: If you sell bread, don’t start selling books under the same brand. It came out in 1994, and yet remains more relevant than ever. I enjoyed it both for its business and life lessons. The 22 Immutable Laws of Marketing is one of the best marketing books you will ever read.
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May 2023
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