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Immutable
Laws
22 of
Marketing

# 1
It is better to be
first than to be better.

# 2
If you can‘t be first in
this category, set up a
new category you can be
first in.

# 3
It is better to be
first in the mind than
to be first in the
marketplace.

# 4
Marketing is not a
battle of products, it's
a battle of perceptions.

# 5
The most powerful
concept in marketing is
owning a word in the
prospect's mind.

# 6
Two companies cannot
own the same word in
the prospect's mind.

# 7
The strategy to use
depends on which rung
you occupy on the ladder.

# 8
In the long run, every
market becomes a two
horse race.

# 9
If you are shooting for
second place, your
strategy is determined
by the leader.

# 10
Over time, a category
will divide and become
two or more categories.

# 11
Marketing effects take
place over an extended
period of time.

# 12
There is an irresistible
pressure to extend the
equity of the brand.

# 13
You have to give up
something to get
something.

# 14
For every attribute,
there is an opposite,
effective attribute.

# 15
When you admit a
negative, the prospect
will give you a
positive.

# 16
In each situation, only
one move will produce
substantial results.

# 17
Unless you write your
competitor's plans, you
can't predict the future.

# 18
Success often leads to
arrogance, and arrogance
to failure.

# 19
Failure is to be expected
and accepted.

# 20
The situation is often
the opposite of the way
it appears in the press.

# 21
Successful programs are
not built on fads,
they're built on trends.

# 22
Without adequate
funding, an idea won't
get off the ground.

credits
22 Immutable Laws of Marketing
by al ries and jack trout

slide design by
artur lapinsch

22 immutable laws_of_marketing