Summary of the book "The 22 Immutable Laws of Marketing" Home » Articles » Summary of the book "The 22 Immutable Laws of Marketing" (2002-06-01) Introduction This is a summary of ideas from the book The 22 Immutable Laws of Marketing by Al Ries and Jack Trout. Text in normal is my paraphrasing of what the book says. Text in italic represents my personal comments. And remember: this is just a short summary and is not meant to replace the book, nothing beats reading the real thing. Law 1 (law of leadership) Being first in the market is better than having a better product than a competition.
I think it's better to say that being first gives one extremely big advantage over competition but doesn't guarantee the success. Law 2 (law of category) Given that it's very hard to gain leadership in a category where competition already exists, it's better to create a product in new category than trying to attack existing categories. Law 3 (law of mind) It's not important to be the first in the market but the first in the mind of consumers. Summary. Brand Expression | BLACKCOFFEE® Brand expression is the brand as defined and articulated by the organization. This integrates brand strategy and brand identity to express a multi-sensory brand experience through a portfolio of brand signals.
These signals manage consumer expectations by carrying and conveying meaning, making it easier for people both inside and outside the organization to understand the brand's core purpose. The practice of Brand Expression is multidisciplinary, as it fuses Brand Strategy (how the brand is defined?) And Brand Identity (how the brand is articulated?). As a fully integrated process, brand expression empowers companies to maintain brand differentiation, relevancy and authenticity while balancing promise and expectation. People learn what to expect from the brand, and the company learns what its brand must deliver to consumers. As your brand is a collection of expectations that others have about you, brand expression is the art and science of managing those expectations. 9 Content Snacks from the Story of Content Marketing – Sword and the Script. The best way to excel at content marketing is to “be the story.”
That’s according to the new documentary by the Content Marketing Institute: The Story of Content. The film, which runs a little more than 40 minutes, explores what content marketing is, its history and why it’s different. It does so through a who’s who list of interviews and case studies from brands big and small. Major brands have transitioned from product companies, to media companies that happen to have products, by focusing on teaching and relevance.
Large brands include John Deere, Proctor & Gamble, Red Bull, GE and Marriott. John Deere, for example, started its long running brand magazine — an early and unlikely example of content marketing — called The Furrow in the 1800s. Smaller brand include Marcus Sheridan’s story of River Pools and Spas, which is becoming a classic, if not amazing story, in content marketing circles. 1. Also see: Book Review: 7 Takeaways from Jay Baer’s YOUtility 2. 3. 4. 5. 6. 7. 8. 9. The Basics Of Neuromarketing. A Panda and a Penguin walk into a bar—and send your Google search ranking plummeting a few hundred places. If you didn’t laugh at the above, that’s because it’s not really a joke. It’s actually a serious situation for many Internet marketers (like this one), who have had to completely change their SEO tactics because of Google’s sweeping changes. Over the past couple of years, Google has completely changed the game when it comes to SEO with a series of algorithm updates labeled "Panda" and "Penguin.
" Gone are the days when you could stuff your website with low-quality articles packed with the right keywords or link spam exchanges to boost your Google rankings. Today the game is all about quality—content that’s authentic, informative, and, most of all, attractive to your intended audience. So, the question becomes, how do you play nice with Panda and Penguin and turn your website into a more attractive animal? Neuromarketing is becoming more and more of a popular answer.
Mitch Wagner - The New Basics of Corporate Communications. To save this item to your list of favorite The CMO Site content so you can find it later in your Profile page, click the "Save It" button next to the item. Charlotte BlankGeneral Motors: Keeping the Customer at the Center 2|29|12 | 2:34 | (4) comments How the carmaker uses metrics and analytics to track all the proliferating information streams it has on customers, from social media, real life, and more.
Craig DadoDel Mar Races to Win at Social, Mobile Marketing 2|15|12 | 1:54 | (5) comments Craig Dado, senior vice president of marketing for the Del Mar Thoroughbred Club, describes how the racetrack uses social and mobile marketing to attract a younger, female demographic. Mitch WagnerSocial Media Marketing Resolutions 1|25|12 | 4:25 | (38) comments Ideas for boosting B2B social media marketing in 2012.
Mitch WagnerMy Viral Tweet 1|18|12 | 2:54 | (9) comments What marketers can learn from a tweet that went viral. The Basics of Push and Pull Marketing Strategies. Push and pull marketing strategies have been around for a while now. To most marketers, it is as basic as you can get, but for those who don’t know about push vs. pull marketing, it is important to learn about these strategies before you set up your own marketing plan. Push Marketing Push marketing can be seen when a product or service offer is “pushed” onto a customer when they did not request the information.
Television commercials and spam emails are very common forms of push marketing. Some push marketing is directed toward distributors rather than the final consumer. Another type of push marketing that has become popular in recent years is a word of mouth marketing strategy. Pull Marketing With pull marketing, a company develops strategies that are supposed to entice a customer to buy their product or service.
Another example of this type of marketing is a coupon that will let the customer save a certain percentage on their next purchase. Which is best for your business?