I just finished reading a book called The 22 Immutable Laws of Marketing. I’m writing a summary here so that I can remember it better. It’s a 9/10 book.
The Law of Leadership
It’s better to be first than it is to be better. The first brand in a customer’s mind almost always wins, regardless of product quality.
Example: IBM dominated early computers, not because they were better, but because they were first.
The Law of Category
If you can’t be first in a category, invent a new one. Customer remember the category leader, not the second best of the same type.
Example: Charles Schwab wasn’t the first brokerage, but it was the first discount brokerage and it dominated that category.
The Law of the Mind
Being first in the customer’s mind is what counts, not just first to market. If they don’t think of you when the need arises, you’ve already lost.
Example: Hertz was top of mind in rental cars, so Avis had to position itself was “we love being number 2”.
The Law of Perception
Marketing is not about products…it’s about perceptions. The best product doesn’t win, the best perceived product does.
Example: People consistently prefer Pepsi in blind taste tests. But Coke still dominates.
The Law of Focus
Owning one simple word or idea in the customer’s mind is power. Brands that try to mean too many things mean nothing.
Example: Fedex owns the word “overnight” and no one else comes close.
The Law of Exclusivity
Two brands can’t own the same word in the prospect’s mind. If someone else already owns it, you have to choose a different hill to die on.
Example: Volvo owns safety.
The Law of the Ladder
Where your brand sits in the mental hierarchy determines your strategy. Don’t act like you’re #1 if you’re #3, lead into your spot.
Example: Avis embraced being #2 with “we try harder”.
The Law of Duality
Most markets eventually become a 2 player race. Everyone else fights for scraps.
Example: Coke and Pepsi.
The Law of the Opposite
If you’re not the leader, don’t copy them…be the opposite. That’s how you stand out.
Example: 7UP became the uncola to compete with Coke.
Law of Division
Over time, broad categories split into specific subcategories. Each new subcategory becomes its own game with its own winner.
Example: The computer category split into desktops, laptops, tablets, each with distinct players.
The Law of Perspective
Marketing wins or losses compound over time. A short term win (like a price cut) often leads to long-term brand damage.
Example: Discounting boosts sales briefly, but eventually trains customers to never pay full price.
The Law of Line Extension:
Trying to be everything to everyone ruins your brand. Stretching your name across many products weakens your identify. Launch a new brand instead
Example: Heinz failed when it tried to launch baby food in the U.S., no one trusted a ketchup brand with infants.
The Law of Sacrifice
Winning requires saying no to customers, features, and markets. You have to give something up to stand for something.
Example: Domino’s sacrificed menu variety to win on one promise: delivery in 30 minutes of less.
The Law of Attributes
You can’t beat a leader at their own game. Instead, pick a meaningful opposite.
Example: If Coke is classic, Pepsi positioned itself as youthful.
The Law of Candor
Admitting a negative makes your message more believable. It disarms skepticism and builds trust.
Example: Avis said “we’re number 2” then followed with “we try harder.”
The Law of Singularity
One bold move usually wins the game, not a dozen scattered attacks. Marketing success comes from strategic precision.
Example: The allies didn’t win WW2 with 10 small attacks – they won because of Normandy.
The Law of Unpredictability
You can’t forecast the future. Build agility into your plans and assume change is coming.
Example: Five year plans in fast moving industries are delusional.
The Law of Success
Success leads to ego and ego leads to failure. The moment you believe your brand is invincible, it starts dying.
Example: Coca-Cola launched “New Coke” because of arrogance and it almost killed itself.
The Law of Failure
Failure is part of marketing. The only sin is pretending its not.
Example: IBM wisely exited it copier business instead of trying to save it.
The Law of Hope
The louder the hype, the less substance there usually is. Real success grows quietly.
Example: Ford’s Edsel got massive pre-launch buzz then flopped.
The Law of Acceleration
Trends build slowly and last. Fads explode and die.
Example: Microwaves were a trend. Pet rocks, a fad.
The Law of Resources
Even brilliant ideas need money to survive. Without dollars behind it even the best marketing will fail.
