Marketing SomethingHow Reis & Trout Revolutionized Branding & Advertising

LEADERSHIP #1๏ The importance of being #1

๏ You know the number #1- Who is #2?

๏ First to appear is usually ends up #1

Excerpted (without permission) from

The 22 Immutable Laws of Marketing: Violate Them at Your Own Riskby Al Ries & Jack Trout

CATEGORY #2๏ If you cannot be the first in your category,

start a new category

๏ First person to fly across the Atlantic- Who was the second?- Who was the first woman?

THE MIND#3๏ Better to be first in the mind than first in

the marketplace- TiVo- Kleenex

๏ Top of Mind Awareness

๏ Consideration Set

๏ Positioning

PERCEPTION #4๏ In the battle between products,

perception is more important than reality

๏ Marketing is not a battle of products,but a battle of perceptions

๏ Build a better product … or

๏ Create a product better suited for a specific group with a specific problem not solved well by others

FOCUS #5๏ “The most powerful concept in marketing

is owning a word in the prospect’s mind.”

๏ FedEx > “overnight”

๏ If you chase two rabbits,both will escape

EXCLUSIVITY #6๏ Two companies cannot own the same

word in the prospect’s mind

THE LADDER #7๏ There is more than one slot available in

the minds of the customers

๏ Good / Better / Best

๏ Cheap / Value / Quality

DUALITY #8๏ Every market is a two-horse race

- Coke & Pepsi- Canon & Nikon

THE OPPOSITE #9๏ The #2 player should do the opposite of

the #1 player- Wal-Mart v. Target

๏ Offer an alternative to #1- #1- #2- Everyone else

๏ If you stand for nothing,you’ll fall for anything

DIVISION #10๏ Over time, categories tend to divide

๏ Restaurants- Quick Service

- Healthy- Casual Dining

- Quick Casual- Fine Dining

- Luxury- Casual

PERSPECTIVE #11๏ Marketing effects take place over an

extended period of time

๏ Some actions are negative in the long term, even if they seem positive in the short term

๏ Couponing- Initial effect: increase sales- Long-term effect: maintain sales

LINE EXTENSION #12๏ Apply the name of a one product to

another product- The power of the brand will help sell the new

product

๏ Basically never works- Tarnishes the brand- Creates brand confusion

SACRIFICE #13๏ You have to give something up in order to

get something

๏ Once you know what you can win at,you can lose at everything else

ATTRIBUTES #14๏ For every attribute, there is an opposite,

equally effective attribute- Plastic door knobs

CANDOR #15๏ When you admit a negative, the prospect

will give you a positive

๏ Being genuine builds credibility & trust

๏ Scope tastes minty, not mediciny- Listerine is the taste you hate, twice a day,

because you know it’s working

๏ Avis is #2- Our lines are shorter

SINGULARITY #16๏ In each situation, only one move will

produce substantial results

๏ One bold stroke is much better than a bunch of small marketing efforts.

๏ Marketing is too important to be left to the marketing people.

UNPREDICABILITY#17๏ Unless you write your competitor’s plans,

you can’t predict the future

๏ Long-term planning is necessary only for providing purpose to short-term planning

๏ … to cope with an unpredictable world … build an enormous amount of flexibility into your organization

SUCCESS #18๏ Success leads to arrogance

๏ Arrogance leads to failure

FAILURE #19๏ … is to be expected, and accepted

๏ If you’re in a hole, stop digging.

HYPE #20๏ History is filled with marketing failures that

were successful in the press

๏ Fame or Fortune?

๏ The videophone has been in the press for more than 40 years- It still doesn’t exist

ACCELERATION#21๏ Successful programs are not built on fads,

they’re built on trends

๏ Fads accelerate quickly, but don’t last long- Difficult to predict or see the end

๏ Trends accelerate slowly, but run fast and steady- The end is easy to see clearly- Gives the marketer time to retool

๏ Are you a weed or an oak tree?

RESOURCES #22๏ Without adequate funding, an idea won’t

get off the ground

๏ “resources” means:- capital for planting, building, growing and

expanding

๏ “resources” does not mean:- big budget ad campaign for a product that

doesn’t exist yet

J. Michael RoachCreative Director Caledon VirtualPartner KimberMediaDirector of Brand Communications PrintNinja

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