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LAW

The 22 Laws should be used as a 'diagnostic check' of a

company's market plan for a given product or service; it is
probably a useful exercise to cross-check your own plans
against the 'laws, if only to ensure that all possible
perspectives and issues have been considered.
The second use is a reminder of the importance of the
perception of your service or product in the mind of your
customer (and the consequent need to undertake qualitative
research such as focus groups and depth interviews to better
understand and define this perception).

#1

LAW OF

P
I
H
S
R
E
D
LEA
THE

Its better to be first, than it is to be

better

20%

80%

Who is the market leader in

essence of chicken?

Source: Reader's Digest Gold Consumer Survey

#1

LAW OF

P
I
H
S
R
E
D
A
E
L
THE

#1

LAW OF

LEADERSHIP
THE

#2

THE

LAW OF

CATEGORY

If you cant be first in a category. Set up a new category to be first

in.

#2

THE

LAW OF

CATEGORY

Traditional Categories

#3

THE

LAW

MIND
OF

If better to be first In the mind, than to be first in the marketplace

#4

THE

LAW OF

PERCEPTION

Marketing is not a battle of products. Its a battle of perception.

#4

THE

LAW OF

PERCEPTION

#4

THE

LAW OF

PERCEPTION

#3

THE

LAW

FOCUS
OF

The most powerful concept in marketing is owning a WORD.

#3

THE

LAW

FOCUS
OF

==Fast
=Safety
???Food

#3

THE

LAW

FOCUS
OF

Its not just owning words

#6

LAW OF

Y
T
I
V
I
S
U
EXCL
THE

Two companies cannot own the same word in the prospects mind.

#7

THE

LAW

LADDER
OF

The strategy to use depends of which rung of the ladder your on.

#7

THE

LAW OF

LADDER

#8

LAW OF

DUALITY

THE

In the end, every market becomes a two horse race.

#9

LAW OF

E
T
I
S
O
P
P
O
THE

If youre shooting for 2nd place,

then your strategy is determined by the leader.

#10

THE

LAW OF

DIVISION

Over time, a category will divide into two or more categories.

MINI

SUPER
COMPUTER

DESKTOP
MAINFRAME
TABLETS
WORKSTAT
ION
LAPTOP
NETBOOK

#10

THE

LAW OF

DIVISION

#10

THE

LAW OF

DIVISION

Other Laws still apply

LAW OF

E
V
I
T
C
E
PERSP

#11

THE

Marketing effects takes place over a long period of time.

LAW OF

N
O
I
S
N
E
T
LINE EX

#12

THE

There is pressure to extend the equity of the brand.

#12

LAW OF

N
IO
S
N
E
T
X
E
E
LIN
THE

#12

LAW OF

N
IO
S
N
E
T
X
E
E
LIN
THE

The Top Ten Best Selling Sodas of 2007

1. Coke Classic 17.2%
2. Pepsi Cola 10.7%
3. Diet Coke 10%
4. Mountain Dew 6.6.%
5. Diet Pepsi 6%
6. Dr. Pepper 5.9%
7. Sprite 5.6%
8. Fanta 1.8%
9. Diet Mountain Dew 1.6%
10. Diet Dr. Pepper 1.6%

#13

LAW OF

E
C
I
F
I
R
C
A
S

THE

You have to give up something in order to gain something.

#14

LAW OF

S
E
T
U
B
I
R
ATT
THE

For every attribute, there is an opposite effective attribute.

#15

LAW OF

CANDOR

THE

When you admit a negative, the prospect gives you a positive.

LAW OF

Y
T
I
R
A
L
U
SING

#16

THE

In each situation, only one move will produce a significant results.

#16

LAW OF

Y
T
I
R
A
L
U
G
N
I
S
THE

#16

LAW OF

Y
T
I
R
A
L
U
G
N
I
S
THE

LAW OF

Y
T
I
L
I
B
A
C
I
D
E
R
P
N
U

#17

THE

Unless you an write your competitors plans,

you cant predict the future.

#18

THE

LAW OF

S
S
E
C
C
U
S

Success often leads to arrogance, and arrogance leads to failure.

#19

THE

LAW OF

FAILURE

Failure is to be expected and accepted.

#20

THE

LAW OF

HYPE

The situation is often the opposite than the way it appears.

#21

LAW OF

N
O
I
T
A
R
E
L
ACCE

THE

Successful programs are not built of fads, theyre built on trends.

LAW OF

S
E
C
R
U
O
RES

#22

THE

Without adequate funding, an idea wont get off the ground.