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1. #The 22 immutable laws of marketing al ries jack trout pdf how to
2. #The 22 immutable laws of marketing al ries jack trout pdf upgrade

In sum, being first to market is a cornerstone of effective marketing strategy. Which brand would you pick, Apple or MITS Altair 8800 ? For instance, let’s say you’re choosing a computer. A better strategy for a company is to make a splash with a product early on, when the market is fluid and there are multiple brands vying for attention.Ĭhoose your product’s name wisely, sticking to words that are short and catchy. Once a strong brand is etched in a customer’s brain, it’s tough to erase it. In the United States, people often say “Xerox” when they mean photocopier and if you need a tissue, you might ask your friend for a “Kleenex.” Market leaders always have powerful brand names. One reason is that brand names often become synonymous with their products. Once a customer has made up her mind, it’s tough to change it!īut why is a set customer’s mind so hard to influence? Įvery time a customer thinks of a certain product, a particular brand will automatically pop into her head before any other – and often, that’s the market leading product.įirst impressions are key. The Law of the Mind states that for your product to be truly successful, it needs to be first in the customer’s mind. Yet while being first can help you establish yourself as a market leader, it’s not the only way to the top. It’s a fact: first out of the gate often wins! The Law of Leadership states that to win the race for market leadership, you need to ensure your product is the first of its kind on the market. To do so, you need to make an unforgettable impression in the minds of your customers to get your product the attention it needs to succeed.īut how do you go about making sure your product is first in line? So you want to be a market leader? First, you’ve got to place your product in the pole position.

#The 22 immutable laws of marketing al ries jack trout pdf how to

Marketing is the tool you need to do this effectively, and this book summary will tell you exactly how to go about making the competition’s strength look like a weakness and how to build a steel-clad brand.

#The 22 immutable laws of marketing al ries jack trout pdf upgrade

In the face of sinking sales, a company will spend millions to upgrade a product in an attempt to meet what it thinks is consumer expectations – when really, all the company needs to do is tweak people’s perceptions! Yet many executives fail to realize this important point. Yet in the United States, Honda cars are among the top-selling automobile imports! The difference is one of perception. Japanese manufacturer Honda, for example, in Japan is seen as only a motorcycle maker – thus the Japanese seldom buy Honda cars. People don’t buy a product because it’s superior, but because they think it’s superior. These laws are timeless lessons.Marketing is all about perception. Al Ries and Jack Trout help us understand why brands win with these 22 laws for understanding and dominating in the global marketplace.