Remember New Coke? It won the taste competition but the perception in the consumers’ minds was more important. The perception is the only reality.Ĭoca-Cola illustrated this for us when they thought best taste would lead to best-selling cola. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. It’s all an illusion says Ries and Trout. They analyze the situation to make sure they have the best product, then naively sail into the world with confidence. Everything else is an illusion." - The 22 Immutable Laws of Marketing, page 19ĭo you think that the best product will win? Many marketers, confident in this belief, are preoccupied with ‘getting the facts’. The Law of Perception "The perception is the reality. Resources – without adequate funding, an idea won’t get off the ground.Acceleration – successful programs aren’t built on fads.Hype – situation is often the opposite of the way it appears in the press.Success – can lead to arrogance which leads to failure.Unpredictability – you can’t predict the future.Singularity – in each situation, only one move will give you the result.
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Candor – when you admit a negative, the prospect will give you a positive.Attributes – for every attribute there is an opposite, effective attribute.Sacrifice – you have to give up something in order to get something.Line extensions – when you try to be all things to all people, you inevitably wind up in trouble.Perspective – marketing effects take place over an extended period of time.Divisions – over time a category will divide and become two or more categories.The opposite – if shooting for second place, your strategy is determined by the leader – don’t try to be better, be different.Duality – every market eventually becomes a two-horse race.The ladder – your strategy depends on which run you sit on the ladder.Exclusivity – companies cannot own the same word in a prospect’s mind.Focus – own a word in a prospect’s mind.
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