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- The 22 Immutable Laws of Marketing Summary and Review
- The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
- PDF-DOWNLOAD The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk
The 22 Immutable Laws of Marketing highlights the foundations of marketing and how to avoid violating these laws.
The 22 Immutable Laws of Marketing Summary and Review
Log In Sign Up. Download Free PDF. The 22 immutable laws of branding. Abdul Samad Khan. Download PDF. A short summary of this paper.
Dedicated to Mary Lou and Scott. From a business point of view, branding in the marketplace is very similar to branding on the ranch. A branding program should be designed to differentiate your product from all the other cattle on the range. Even if all the other cattle on the range look pretty much alike. Successful branding programs are based on the concept of singularity. The objective is to create in the mind of the prospect the perception that there is no other product on the market quite like your product.
Can a successful brand appeal to everybody? The same concept of singularity makes certain that no one brand can possibly have a universal appeal. Yet, broadening the base, widening the appeal, and extending the line are all popular trends in marketing.
Sure, you could probably sell millions of them and in the process increase sales of Rolex watches. But what would happen in the long term to the Rolex brand?
A cheap Rolex would ultimately kill the expensive Rolex brand. The same principles apply to almost every aspect of marketing. In the short term, conventional marketing strategies expansion and line extension can increase sales, but in the long run they usually undermine the power of the brand and decrease sales.
Conventional marketing is based on selling when it should be based on branding. Marketing is not selling. Marketing is building a brand in the mind of the prospect.
If you can build a powerful brand, you will have a powerful marketing program. Marketing is brand building. Furthermore, since everything a company does can contribute to the brand-building process, marketing is not a function that can be considered in isolation. Marketing is what a company is in business to do. If the entire company is the marketing department, then the entire company is the branding department.
Selling, as a profession and as a function, is slowly sinking like the Titanic. Today most products and services are bought, not sold. And branding greatly facilitates this process. Branding is simply a more efficient way to sell things. A lot of buying takes place as customers pick and choose among various brands. The selling is in the brand. In this age of multimedia, the verbal endorsement of a product— essentially, its guarantee—is represented by the brand name rather than by the personal recommendation of a salesperson.
What has been true for years in the supermarket is now beginning to catch on across the marketing landscape. Except at the cosmetic counters, most department stores sell products without the help of a salesclerk. The salesclerks are there to help ring up sales, period. More and more car dealers are adopting the one-price, no-haggling Saturn strategy.
Bookstores, pharmacies, bed-and-bath outlets are almost all self-service retailers. Even shoe stores are moving in that direction.
The retailing world is becoming one big Wal-Mart Supercenter. The shift from selling to buying. This shift is enhanced by, accelerated by, and caused by brands.
The essence of the marketing process is obviously building a brand in the minds of consumers. But what, you may ask, is a brand? Some managers believe that brands possess unique identities and qualities separate and distinct from their company or product names. They made their name into a brand?
What does this statement mean? In truth, nothing. On paper, there is no difference between a company or product name and a brand name. Obviously, marketing people have all sorts of definitions for company names, division names, brand names, and model names, not to mention subbrands, megabrands, flanker brands, and other variations.
When you look inside the mind of the prospect, however, all of these variations disappear. I stick with megabrands or subbrands. Nor do they think that way. A brand name is a noun, a proper noun, which like all proper nouns is usually spelled with a capital letter. Brands are not limited to the 2. Nor the additional millions of names and logotypes registered with other countries around the world. Any proper noun is a brand. You are a brand. And if you want to be truly successful in life, you should consider yourself a brand and follow the laws of branding outlined in this book.
The power of a brand lies in its ability to influence purchasing behavior. But a brand name on a package is not the same thing as a brand name in a mind.
The customer who stops at a 7-Eleven to pick up a loaf of bread and a quart of milk usually ends up purchasing two branded products. Both commodity purchases. Yet the same customer might also buy a six-pack of beer and a carton of cigarettes. Chances are high that the customer will search out a particular brand of beer and a particular brand of cigarettes to buy.
Conventional wisdom suggests that beer and cigarettes are different from bread and milk. Beer and cigarettes are brand buys. Bread and milk are commodity purchases. While this may be literally true, it overlooks an important consideration. You can build a brand in any category, including bread and milk, as long as you follow the laws of branding. Some companies already have done so with brands like Lactaid in milk, Silk in soy milk, and Earth Grains in bread.
Since almost every 2 person in America has access to good, clean water out of a tap, there is no need to buy water from a store, but many people do. The brand name Evian is so powerful that the last time we bought 1. What this book will help you do is to apply brand thinking or the branding process to your business.
In other words, to turn your water into Evian, or yourself into the next Bill Gates. Aim high. You can never achieve more than you aspire to.
The Internet is the ultimate in brand-centered buying. Consumers are purchasing automobiles from Websites without ever seeing the cars or going for a test drive. The Internet will have an enormous impact on the way products and services are branded. One reason is that Internet brands are invisible. Before you can visit a Website, the name of that site first has to be registered in your mind.
You can cruise the aisles of a supermarket and pick up brands that look interesting, but cruising on the Internet is a totally different story. You can, of course, start your journey at a search-engine site. Why would anyone check out where to buy books at Yahoo! The Amazon brand was one of the first brands to be strongly registered in the mind of the book-buying public.
But there are certain to be many more Amazon-like Internet brands to come. How do you build a brand like Amazon. And furthermore, will brand building on the Internet be different from brand building in the real world? We think not. We think that all the laws of branding apply equally to the Internet as they do in the real world. Recently, of course, the dotcom boom has become the dotcom bust. In our opinion, most dotcom failures are branding failures.
The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
Pick up the key ideas in the book with this quick summary. Marketing is all about perception. Japanese manufacturer Honda, for example, in Japan is seen as only a motorcycle maker — thus the Japanese seldom buy Honda cars. Yet in the United States, Honda cars are among the top-selling automobile imports! The difference is one of perception.
Pages·· MB·1, Downloads·New! Immutable Laws of Marketing, Violate Them at Your Own Risk Al Ries|Jack Trout.
PDF-DOWNLOAD The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk
Audible Premium Plus. Cancel anytime. Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. By: Al Ries , and others. It's an axiom of business that great companies grow their revenues and profits year after year.
There are laws of nature, so why shouldn't there be laws of marketing? As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors of Positioning—note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Violate them at your own risk. Short-link Link Embed.
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