📖 The 22 Immutable Laws of Marketing By Al Ries
Topic: Branding | Medium: Audible | Rating: 2.5/5
Honestly found this quite boring 😅
Notes:
- Being first is better than being better.
- Generic name - becomes synonyms with the product (eg Coca Cola, Xerox).
- Be the first product in the Customer’s mind.
- If not first, make the category.
- Promote what you’re first in.
- Battle of perception - not the actual features/products but what they think about the brand. And what why known for (e.g., car vs. motor vehicle)
- One word or benefit (e.g., thicker sauce).
- Halo effect.
- Can only be the one associated with that word - exclusivity.
- Duracell vs Energizer bunny.
- Not say we will be number 1 - we are second and we work harder.
- Some try to be better, be different.
- The alternative. Opposite attribute.
- Candor - negative is taken is truth . Positive you need to prove.
- Make fun of yourself. Then set up the positive/benefit. (e.g., "as exciting as insurance gets" playing fun of a boring industry, or listerine tastes yuck but must kill germs)
- Spend money on advertising!
- Ideas without money is worthless.
- Why rich get rich.
- You can save to riches.
The Laws (chapters):
- The Law of Leadership
- The Law of the Category
- The Law of the Mind
- The Law of Perception
- The Law of Focus
- The Law of Exclusivity
- The Law of the Ladder
- The Law of Duality
- The Law of the Opposite
- The Law of Division
- The Law of Perspective
- The Law of Line Extension
- The Law of Sacrifice
- The Law of Attributes
- The Law of Candor
- The Law of Singularity
- The Law of Unpredictability
- The Law of Success
- The Law of Failure
- The Law of Hype
- The Law of Acceleration0
- The Law of Resources