TBD…
Problem
Followers are harder for customers to remember.
Action
Enter the market early enough to become the first recognized brand in the category.
Outcome
Customers associate the category with your brand.
Chapter: The Law of Leadership
Problem
Established leaders are difficult to displace.
Action
Define a new category where your brand can be first.
Outcome
Your brand gains a leadership position more easily.
Chapter: The Law of the Category
Problem
Customers choose brands they can easily recall.
Action
Build awareness so customers remember your brand before they need it.
Outcome
Your brand enters more buying decisions.
Chapter: The Law of the Mind
Problem
People act on what they believe rather than on objective facts.
Action
Communicate in ways that strengthen favorable beliefs about your brand.
Outcome
Customers see your brand more positively.
Chapter: The Law of Perception
Problem
Customers struggle to remember brands that stand for many things.
Action
Associate your brand with one clear word or idea.
Outcome
Your brand becomes easier to remember.
Chapter: The Law of Focus
Problem
Customers rarely assign the same idea to multiple brands.
Action
Choose a position that competitors do not already own.
Outcome
Your brand stands apart from competitors.
Chapter: The Law of Exclusivity
Problem
Customers view leaders and challengers differently.
Action
Build your marketing around your actual rank in the category.
Outcome
Your message becomes more credible.
Chapter: The Law of the Ladder
Problem
Mature categories often become contests between two major brands.
Action
Develop a strategy with the leading competitor in mind.
Outcome
Your decisions align with market reality.
Chapter: The Law of Duality
Problem
Customers have little reason to choose a challenger that looks like the leader.
Action
Present your brand as a clear alternative to the market leader.
Outcome
Customers see a distinct reason to choose you.
Chapter: The Law of the Opposite
Problem
Growing categories often divide into separate segments.
Action
Identify emerging segments and choose where to compete.
Outcome
Your brand stays relevant as the market evolves.
Chapter: The Law of Division
Problem
Short-term gains can create long-term damage.
Action
Consider future consequences before making marketing decisions.
Outcome
Your brand avoids avoidable setbacks.
Chapter: The Law of Perspective
Problem
Extending a brand across too many products weakens its meaning.
Action
Limit the brand to a clear, specific role.
Outcome
Customers understand what the brand stands for.
Chapter: The Law of Line Extension
Problem
Trying to serve everyone weakens your market position.
Action
Remove products, markets, or messages that distract from your core focus.
Outcome
Your brand position becomes stronger.
Chapter: The Law of Sacrifice
Problem
Competing on the leader’s strength favors the leader.
Action
Promote a different attribute that customers value.
Outcome
Your brand earns a distinct position.
Chapter: The Law of Attributes
Problem
Customers distrust claims that sound perfect.
Action
Acknowledge a real weakness before presenting your strength.
Outcome
Your message becomes more believable.
Chapter: The Law of Candor
Problem
Too many initiatives reduce marketing impact.
Action
Concentrate resources on the single action with the greatest potential effect.
Outcome
Your efforts produce stronger results.
Chapter: The Law of Singularity
Problem
Future market events cannot be predicted accurately.
Action
Adjust strategy as conditions change rather than relying on forecasts.
Outcome
Your organization responds better to uncertainty.
Chapter: The Law of Unpredictability
Problem
Success can lead to overconfidence and poor decisions.
Action
Question assumptions even when results are strong.
Outcome
You avoid mistakes caused by complacency.
Chapter: The Law of Success
Problem
Holding onto failure wastes resources.
Action
Stop investing in initiatives that clearly do not work.
Outcome
Resources become available for better opportunities.
Chapter: The Law of Failure
Problem
Public excitement can create a false impression of success.
Action
Judge performance by customer behavior rather than publicity.
Outcome
Your decisions reflect market reality.
Chapter: The Law of Hype
Problem
Short-lived fads rarely create durable growth.
Action
Support trends that show long-term momentum.
Outcome
Growth becomes more sustainable.
Chapter: The Law of Acceleration
Problem
Good marketing ideas fail without sufficient resources.
Action
Allocate sufficient funds to support the chosen strategy.
Outcome
Your marketing has a greater chance of success.
Chapter: The Law of Resources