|
No |
The Law of: |
The Key Message |
Executive Summary |
|
1 |
The
Leadership |
It's better
to be the first than it is
to be better.
3 Strategies of Market Leaders
Surprise To Win: 3 Strategies
Buzz Marketing |
Being first in any
category
is going to give you the edge –
being first comes from being first. It's much
easier to
get into the mind of consumers first that try to convince people
you have a better product or service than the one that did get there first.
Improvements are always made to product/service inventions and
innovations
but the first in has a head start. Once you are the leader, a position
mostly gained by being first, it is pretty hard for
competitors to dislodge you, as long as you keep your products up to date and of comparable
quality.
Further, the first in to the market has the opportunity to
have its
brand name adopted as the generic category name. Once you are first
and get the consumers to buy your brand, often they won't bother to switch.
People tend to
stick with what they've got.
|
|
2 |
The Category |
If you can't be first in a category,
change the nature of the category or set up a new category you can be first
in. |
|
|
3 |
The Ladder |
The strategy to use depends on which
rung you occupy on the ladder. |
|
4 |
Duality |
In the long run, every market becomes a
two-horse race. |
|
5 |
The Mind and Perception |
Marketing is not a battle of products,
it's a battle of
perceptions; and sometimes it's better to be first in the mind
than to be first in the marketplace.
Same Reality, Different Perceptions |
|
6 |
Focus |
The most powerful concept in marketing
is owning a word in the prospect's mind. |
|
7 |
Extension |
There's an irresistible pressure to
extend the
equity of the brand. |
|
8 |
Exclusivity and Superiority |
Owning a superior position in the
customer's mind is vital; marketing is a continuous search for exclusivity. |
|
9 |
Division |
Over time, a category will divide and
become two or more categories. |
|
10 |
The Heart (Emotion) |
Marketing strategies without
emotion
will not work. |
|
11 |
Attributes |
When you have to focus on attributes,
for every one of them, there is an opposite and effective attribute. |
|
12 |
Candor |
When you admit a negative, the prospect
will give you a positive. |
|
13 |
Sacrifice |
You have to give something up in order
to get something. |
|
14 |
Success |
Success often leads to arrogance, and
arrogance to failure. |
|
15 |
Failure |
Failure is to be expected and accepted. |
|
16 |
Unpredictability |
Unless you write your
competitors'
plans, you can't predict the future. |
|
17 |
Hype |
The situation is often the opposite of
the way it appears in the press. |
|
18 |
Acceleration |
Successful programs are not built on
fads, they're built on
trends. |
|
19 |
Perspective |
Marketing effects take place over an
extended period of time. |
|
20 |
The Opposite |
If you are shooting for second place,
your
strategy is determined by the leader. |
|
21 |
Origin |
Where brands come from is often more
important than how good they are. |
|
22 |
Resources |
Without adequate funding and expertise
an idea won't get off the ground, and a brand cannot be built. |
