22 Leyes del marketing

22 LAWS OF MARKETING 1. THE LAW OF LEADERSHIP: “It’s better to be first than it is to be better.” a. Create a category you can be first in. b. It’s much easier to get into the mind first than to try to convince customers you have a better product than the one that did het there first. c. First brands tend to retain their leadership as the names often become generic. d. Regardless of reality,people perceive first products into the mind as superior. 2. THE LAW OF THE CATEGORY: “If you can’t be first in a category, set up a new category you can be first in.” a. Launch a new product that answers the question “first what?” b. What category is this new product first in? 3. THE LAW OF THE MIND: “It’s better to be first in the mind than to be first in the marketplace.” a. Being first in the mindis everything in marketing. b. The mind takes precedence over the marketplace. c. The single most wasteful marketing effort is try to change a mind-set. People don’t like to change their minds. 4. THE LAW OF PERCEPTION: “Marketing is not a battle of products, it’s a battle of perceptions.” a. All that exists in the world of marketing are perceptions in the minds of the customers. b. Theperception is the reality. Everything else is an illusion. c. It is what people think about the brand that makes it a winner or a loser. They believe what they want to believe. 5. THE LAW OF FOCUS: “The most powerful concept in marketing is owning a word in the prospect’s mind.” a. Burn your way into the mind by narrowing the focus to a single word or concept. b. The most effective words are simple andbenefit-oriented, service-related, audience-related or sales-related. c. You become stronger when you reduce the scope of your operations. You can’t stand for something if you chase after everything. 6. THE LAW OF EXCULSIVITY: “Two companies cannot own the same word in the prospect’s mind.” a. It is futile to attempt to own the same word or position owned by your competition. b. You can’t changepeople’s minds once they are made up. c. Get into the mind first and preempt the concept. 7. THE LAW OF THE LADDER: “The strategy to use depends on which rung of the ladder you occupy.” a. There is a hierarchy in the mind that prospects use in making decisions. Each rung has a brand name. b. The mind is selective. It accepts data that is consistent with its product ladder in the category. Everythingelse is ignored. c. There is a relationship between market share and your position on the ladder in the prospect’s mind. d. Ensure that your marketing program deals realistically with your position in the ladder. 8. THE LAW OF DUALITY: “In the long run, every market becomes a two-brand race.” a. The battle usually winds up between two major players, usually the old reliable and the newcomer.

b.In a maturing industry, third place is a difficult position to be in. c. The customer believes that marketing is a battle of products. The kind of thinking keeps two brands on top. ‘They must be the best, they’re the leaders.’ 9. THE LAW OF THE OPPOSITE: “If you’re shooting for second place, your strategy is determined by the leader.” a. Whenever the leader is strong, there is an opportunity fora no.2 to turn the tables. In strength there is weakness. b. Discover the essence of the leader and present the prospect with the opposite. Try to be different not better. c. Present your products as the alternative to the leader. d. The first brand that captures the concept is often able to portray its competitors as “me too’s.” 10. THE LAW OF DIVISION: “Over time, a category will divide andbecome two or more categories.” a. It’s a mistake to try to take a well-known brand name and use it in another category. b. People prefer to buy products or services from different companies whom they perceive as leaders in the category. 11. THE LAW OF PERSPECETIVE: “Marketing effects take place over an extended period of time.” a. The long-term effects are often the exact opposite of the short-term...