Book Summary: The 22 Immutable Laws of Marketing by Al Ries

It’s much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first. In today’s competitive environment, a me-too product with a line extension name has little hope of becoming a big profitable brand. The leading brand in any category is almost always the first brand into the prospect’s mind. Not every first is going to become successful. Timing is an issue—your first could be too late. People tend to stick with what they’ve got. One reason the first brand tends to maintain its leadership is that the name often becomes generic (e.g. “How do I make a Xerox?”). If you’re introducing the first brand in a new category, you should always try to select a name that can work generically. Marketing is a battle of perceptions, not products. Summary: If you can’t be first in a category, set up a new category you can be first in. If you didn’t get into the prospect’s mind first, don’t give up hope. Find a new category you can

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• Adithya V