Here are a few heavy hitters from the book that still dominate today:
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. Immutable Laws of Marketing: Violate Them at Yo...
Violating these laws usually leads to "marketing arrogance"—the belief that the brand name alone is what sells, rather than the position that name holds. Here are a few heavy hitters from the
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. It’s better to be first than it is to be better
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.
This is the one most often violated. When a company is successful with one product (e.g., A1 Steak Sauce), they often try to put that name on everything else (A1 Poultry Sauce). It almost always dilutes the original brand's power.