The 22 Immutable Laws of Marketing by Al Ries and Jack Trout is essentially the "gravity" of the business world—you don't have to believe in them, but you’ll certainly feel the impact when you fall.
It’s better to be first than it is to be better. People remember Neil Armstrong; few remember the second person on the moon. In marketing, being the first brand in a new category is the ultimate shortcut to the consumer's mind. Immutable Laws of Marketing: Violate Them at Yo...
The most powerful concept in marketing is owning a single word in the prospect’s mind. Volvo owns "Safety." FedEx owns "Overnight." If you try to own everything, you end up owning nothing. The 22 Immutable Laws of Marketing by Al
Being first in the marketplace is important, but being first in the mind is everything. If you aren't first in a category, you need to find a way to be first in a specific niche or "ladder" rung within the prospect's head. In marketing, being the first brand in a