The 22 Immutable Laws of Marketing Buchzusammenfassung - das Wichtigste aus The 22 Immutable Laws of Marketing

Einleitung anhören

00:00

Zusammenfassung von The 22 Immutable Laws of Marketing

Name: The 22 Immutable Laws of Marketing
Rating: 4.2 (106 reviews)
Author: Al Ries and Jack Trout

Al Ries and Jack Trout

Violate Them At Your Own Risk!

4.2 (106 Bewertungen)

16 Min.

Themen

Branding

Inhaltsübersicht

The 22 Immutable Laws of Marketing
in 6 Kernaussagen verstehen

Audio & Text in der Blinkist App

Kernaussage 1 von 6

What’s in it for me? Learn the marketing basics to change people’s perceptions.

Marketing is all about perception. People don’t buy a product because it’s superior, but because they think it’s superior.

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.

Yet many executives fail to realize this important point. In the face of sinking sales, a company will spend millions to upgrade a product in an attempt to meet what it thinks is consumer expectations – when really, all the company needs to do is tweak people’s perceptions!

Marketing is the tool you need to do this effectively, and these blinks will tell you exactly how to go about making the competition’s strength look like a weakness and how to build a steel-clad brand.

In these blinks, you’ll also discover

how preferring Pepsi to Coke reveals your age;
how being arrogant can keep you from marketing success; and
how a company can “own” a word (that isn’t just its name).

Your product’s marketing success is largely determined by how quickly you can get it to market.

So you want to be a market leader? First, you’ve got to place your product in the pole position.

To do so, you need to make an unforgettable impression in the minds of your customers to get your product the attention it needs to succeed.

But how do you go about making sure your product is first in line?

The Law of Leadership states that to win the race for market leadership, you need to ensure your product is the first of its kind on the market. It’s a fact: first out of the gate often wins!

Yet while being first can help you establish yourself as a market leader, it’s not the only way to the top. The Law of the Mind states that for your product to be truly successful, it needs to be first in the customer’s mind.

Every time a customer thinks of a certain product, a particular brand will automatically pop into her head before any other – and often, that’s the market leading product.

First impressions are key. Once a customer has made up her mind, it’s tough to change it!

But why is a set customer’s mind so hard to influence?

One reason is that brand names often become synonymous with their products. In the United States, people often say “Xerox” when they mean photocopier; and if you need a tissue, you might ask your friend for a “Kleenex.” Market leaders always have powerful brand names.

Once a strong brand is etched in a customer’s brain, it’s tough to erase it. A better strategy for a company is to make a splash with a product early on, when the market is fluid and there are multiple brands vying for attention.

Choose your product’s name wisely, sticking to words that are short and catchy. For instance, let’s say you’re choosing a computer. Which brand would you pick, Apple or MITS Altair 8800?

In sum, being first to market is a cornerstone of effective marketing strategy. Yet don’t despair – if you’ve missed that train, there are other ways to market your product and brand effectively.

If you can’t be market leader, turn the market upside down and create your own product category.

So whether you make computers or soft drinks, if another brand is the market leader in your product category, it will be a struggle to change that fact.

But this doesn’t mean you should close up shop. You just need to invent a new category for your product.

Boost your brand by “owning” a word; but don’t get greedy and try to claim the words of others.

Sure, a company can own physical goods like factories and machines. Companies also own their logos. Yet did you know that a company can also “own” a word?

In this sense, a company “owns” a word when a customer says that word and immediately associates it with the particular company.

In marketing, less is more; but there’s a trick to staying ahead during inevitable product expansions.

Customers love choice. While this fact may make expanding your company’s product line an obvious decision, in doing so, you could lose both market clout and cash. But how?

According to the Law of Sacrifice, successful marketing means giving something up. So if you’re a generalist, the smartest move is to reduce, not expand, your line of products.

Three things bring a brand down: blind arrogance; falsely predicting the future; belief in infallibility.

A successful brand can find itself in a precarious position, as success can lead to arrogance. And an overabundance of arrogance can be even the most successful company’s undoing.

The Law of Success states that being arrogant can blind a company, leading to decisions (or a lack of) that can weaken a strong brand.

Did your competitor catch you in a mistake or misstep? Admit it and your customers will reward you.

Product hype can work a competitor into a lather. But don’t let hype inspire hasty marketing decisions; often, buzz about a product might be more distraction than substance.

Remember that just because there’s a ton of talk about the competition’s product doesn’t mean that they’ll automatically become a market leader.

Du möchtest die gesamte Zusammenfassung von The 22 Immutable Laws of Marketing sehen?

Kernaussagen in The 22 Immutable Laws of Marketing

Mehr Wissen in weniger Zeit

Sachbücher auf den Punkt gebracht

Kernaussagen aus Sachbüchern in ca. 15 Minuten pro Titel lesen & anhören mit den „Blinks”

Zeitsparende Empfehlungen

Titel, die dein Leben bereichern, passend zu deinen Interessen und Zielen

Podcasts in Kurzform ^Neu

Kernaussagen wichtiger Podcasts im Kurzformat mit den neuen „Shortcasts”

Worum geht es in The 22 Immutable Laws of Marketing?

The 22 Immutable Laws of Marketing (1994) gives you the essential knowledge to build powerful marketing strategies. With practical, real-world examples, these blinks show you how to avoid common mistakes while ensuring your marketing push will stand fast against the toughest competition.

Bestes Zitat aus The 22 Immutable Laws of Marketing

Being first in the mind is everything in marketing.

—Al Ries and Jack Trout

Wer The 22 Immutable Laws of Marketing lesen sollte

People interested in marketing psychology
CEOs, business managers and marketing executives
Entrepreneurs looking to energize their marketing strategy

Über den Autor

Al Ries and Jack Trout are two renowned marketing gurus who have published a number of marketing books, including Marketing Warfare, Bottom-Up and Horse Sense. They have consulted for and worked at top American companies such as Apple, AT&T and Procter & Gamble as well as for high-performing companies in Latin America and Asia.

Kategorien mit The 22 Immutable Laws of Marketing

Marketing & Vertrieb

Ähnlich wie The 22 Immutable Laws of Marketing

This Is Marketing

Seth Godin

You Can't Be Seen Until You Learn to See

24 min

4.6

Positioning

Al Ries and Jack Trout

The Battle for your Mind: How to be seen and heard in the overcrowded marketplace

12 min

4.1

The 22 Immutable Laws of Branding

Al Ries and Laura Ries

Bite-sized branding tips from a dynamic marketing duo

Overcome Common Pitfalls and Create Effective Marketing

21 min

4.1

The 1-Page Marketing Plan

Allan Dib

Get New Customers, Make More Money, And Stand Out From The Crowd

16 min

4.5

Marketing 5.0

Philip Kotler & Hermawan Kartajaya & Iwan Setiawan

Technology for Humanity

20 min

4.3

All Marketers Are Liars

Seth Godin

The Underground Classic That Explains How Marketing Really Works – and Why Authenticity Is The Best Marketing of All

12 Steps to Building Unbeatable B2B Brands

18 min

4.2

Emotional Intelligence

Eliyahu M. Goldratt and Jeff Cox

A Process of Ongoing Improvement

16 min

3.6

The Science of Selling

David Hoffeld

Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal

21 min

4.6

The Psychology of Money

Morgan Housel

Timeless Lessons on Wealth, Greed, and Happiness

22 min

4.4

Excellent Advice for Living

Kevin Kelly

Wisdom I Wish I'd Known Earlier

The Bulletproof Plan to Age Backward and Maybe Even Live Forever

24 min

4.2

Marketing Made Simple

Donald Miller

Step-by-Step StoryBrand Guide for Any Business

How to Bridge the Distance Between Business Strategy and Design

15 min

4.4

10x Is Easier Than 2x

Dan Sullivan with Benjamin Hardy

How World-Class Entrepreneurs Achieve More by Doing Less

17 min

3.8

Epic Content Marketing

Joe Pulizzi

How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less

What the Rich Teach Their Kids about Money – That the Poor and the Middle Class Do Not!

Humanizing Your Brand in the Age of Social Media and AI

How Pirates, Dreamers and Innovators Create and Dominate Markets

11 min

3.9

Digital Marketing Strategy

Simon Kingsnorth

An Integrated Approach to Online Marketing

20 min

4.1

Ogilvy on Advertising

David Ogilvy

Discover the Coveted Secrets of Advertising Genius David Ogilvy

16 min

Purple Cow

Seth Godin

Transform Your Business by Being Remarkable

The secrets of 40 millionaires' wealth, revealed

15 min

4.4

The Insider's Edge to Real Estate Investing

James P. Nelson with Rachel Hartman

Game-Changing Strategies to Outperform the Market

The Psychology of Persuasion

33 min

4.6

I Could Do Anything If I Only Knew What It Was

Barbara Sher with Barbara Smith

How to Discover What You Really Want and How to Get It

How to Boost Your Sex IQ and Own Your Pleasure

Truth and Lies About Why We Buy

Marketing and Selling Disruptive Products to Mainstream Customers

An Easy & Proven Way to Build Good Habits & Break Bad Ones

The Power of Thinking Without Thinking

For Your Money, Your Life and Our World

The Secret to Love That Lasts

Building and Scaling High Performing Technology Organizations

15 min

4.0

The CEO Next Door

Elena Botelho and Kim Powell

The Four Behaviors That Transform Ordinary People Into World-Class Leaders

17 min

4.3

Blue Ocean Shift

W. Chan Kim and Renée Mauborgne

Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth

From Products to Customers to the Human Spirit

The Next Big Marketing Idea

29 min

4.4

Surely You're Joking, Mr. Feynman!

Richard P. Feynman

Adventures of a Curious Character

What We Should Know about the People We Don’t Know

How Understanding Your Brain Can Improve Your Work and Your Life

The Small Changes That Change Everything

22 min

4.6

Critique of Pure Reason

Immanuel Kant

A groundbreaking and influential philosophy classic about the limits of human reason

44 min

4.6

The Power of Visual Storytelling

Ekaterina Walter and Jessica Gioglio

How to Use Visuals, Videos and Social Media to Market Your Brand

19 min

3.8

Every Man's Battle

Stephen Arterburn and Fred Stoeker with Mike Yorkey

Winning the War on Sexual Temptation One Victory at a Time

16 min

3.0

The Life-Changing Magic of Tidying Up

Marie Kondo

The Japanese Art of Decluttering and Organizing

A Guide for Occupants

29 min

4.5

❤️ für Blinkist️️️

Ines S.

Ich bin begeistert. Ich liebe Bücher aber durch zwei kleine Kinder komme ich einfach nicht zum Lesen. Und ja, viele Bücher haben viel bla bla und die Quintessenz ist eigentlich ein Bruchteil.

Genau dafür ist Blinkist total genial! Es wird auf das Wesentliche reduziert, die Blinks sind gut verständlich, gut zusammengefasst und auch hörbar! Das ist super. 80 Euro für ein ganzes Jahr klingt viel, aber dafür unbegrenzt Zugriff auf 3000 Bücher. Und dieses Wissen und die Zeitersparnis ist unbezahlbar.

Ekaterina S.

Extrem empfehlenswert. Statt sinnlos im Facebook zu scrollen höre ich jetzt täglich zwischen 3-4 "Bücher". Bei manchen wird schnelle klar, dass der Kauf unnötig ist, da schon das wichtigste zusammen gefasst wurde..bei anderen macht es Lust doch das Buch selbständig zu lesen. Wirklich toll

Nils S.

Einer der besten, bequemsten und sinnvollsten Apps die auf ein Handy gehören. Jeden morgen 15-20 Minuten für die eigene Weiterbildung/Entwicklung oder Wissen.

Julia P.

Viele tolle Bücher, auf deren Kernaussagen reduziert- präzise und ansprechend zusammengefasst. Endlich habe ich das Gefühl, Zeit für Bücher zu finden, für die ich sonst keine Zeit habe.