![]() ![]() ![]() ![]() Law #6 is The law of exclusivity – It’s hard for two competing companies to own the same word in the mind of the consumer. Example: The caretaker Volvo owns the word ‘safety’. Focus on a single, powerful word if possible. Protect your word and continue to position yourself and focus on the law of the mind. If you’re not first or a current leader, you need to reduce the scope of your operations and focus. Law #5 is The law of focus – Own a word in the mind of your prospect. This is all good, but marketers need to sell the product around what people want and perceive. Do not focus on the facts, “the truth” and the features. Law #4 isThe law of perception – It’s not a battle of products. They had a simple, easy to remember name and a focused, creative ad plan. For example: Apple got off the ground with very little money. Being first in the mind is most important when possible. Law # 3 isThe law of the mind – This law modifies law #1, the law of leadership. (Examples: Gaming computer, magazine for mature women, Clothes for tall people, etc.) If you can’t be first in a category just create your own new category. Law # 2 isThe law of the category – Promote the category. Law # 1 is The law of leadership – it’s better to be first than it is to be better – marketing is the battle of perception, not products. So without further ado, here is my summary of the 22 immutable laws of marketing: I’m sure you’ll come away from this with an important nugget or idea that you can use in the future. But it’s an interested exploration and I thought it would be worthwhile to share a summary of each law. This book was written several decades ago at this point, so take all of this with a grain of salt. When it comes down to it, I don’t entirely agree that any of the “laws” in this book are actually immutable. For example, the “Law of Focus” states that the most powerful concept in marketing is “owning” a word in the prospect’s mind, such as Crest’s owning cavities and Nordstrom’s owning service. This book presents each law with illustrations of how it works based on actual companies and their marketing strategies. The premise behind this book is that in order for marketing strategies to work, they must be in tune with some quintessential force in the marketplace. Just as the laws of physics define the workings of the universe, so do successful marketing programs conform to the “22 Laws.” Maybe you’ll gain a little nugget of information that will help you expand your marketing ideas and techniques online. This is just a summary of some of the points that the authors cover in the book which I found to be interesting and thought provoking. Consequently, this book is at once a biography, a social history and a detective story which is a tribute to a clan and a remarkable family within that clan.This is not a book review and I am not going to fully endorse this book, nor am I going to say that it’s a waste of your time. As a result her biographers have either ignored this period or glossed over it, but Hugh Douglas has carried out research in Scotland, North Carolina and Nova Scotia to build up a picture of these lost years. Flora endured as much as anyone, but she suffered it in silence. Little was recorded of the appalling suffering of women and children during this bitter war and its aftermath, despite their hardships being much worse than that of the men who were directly involved in it. Because of this reticence and the fact that she and her husband lost everything in North Carolina during the American War of Independence, it is difficult to write a conventional biography of her. She seldom spoke of the journey over the sea to Skye with Bonnie Prince Charlie and rarely used her popularity to benefit herself during her hard life. Flora MacDonald never sought the fame that her contemporaries and history bestowed on her. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |