Booksplanation- 22 Immutable laws of marketing

If there’s one book that has principles around positioning, branding and messaging with anecdotal examples- That’s this. Ignore these laws at your own peril. Some of my favourite laws-

Law of leadership- It’s always better to first, than be better. Ex- Coca-Cola in Cola, Hertz in car renting.

Law of category- If you can’t be the first in a mind, be the first in the marketplace. Create your own category.

Law of perception- Marketing is not a battle of products, its the battle of perceptions. Marketing should alter perceptions.

Law of diversion- Eventually categories divide.Each niche requires a different brand. Think VIVO,One plus, Realme all owned by BBK

Law of exclusivity- Two companies cannot own the same niche. If you see someone owning the niche, move on.

Law of duality- Every category becomes a two horse category. Hence, it’s pivotal you keep climbing the ‘mind ladder’ of your prospect.

Law of line extension- The most violated law. When you try to be everything for everyone, you end up being nothing for everyone.

Law of singularity- It’s the ONE bold move that will propel you ahead. Find that.