The success of a brand depends heavily on marketing. Yet billions of dollars are wasted on ineffective marketing programs, regardless of how much effort and money they may have put into them. An effective marketing program not only needs to be well planned, timely and well funded, but also must follow the appropriate marketing rules. Just as nature has its own rules, marketing has its own rules.
1. Principle of leadership.
Being first always has an advantage over being better.
2. Principle of species.
If you can't be first in a category, change the nature of the category, or create a new category in which you can be first.
3. Ladder principle.
The strategy you will apply depends on which rung of the ladder you are on.
4. Principle of duality.
In the long run, every race comes down to two horses.
5. Principles of thinking and perception.
Marketing is not a battle of products, it is a battle of customer perceptions, and sometimes capturing customer perceptions first creates more advantages than penetrating the market first.
6. Principle of concentration.
The most powerful concept in marketing is owning a word in the mind of your prospect.
7. Principle of expansion.
Brand extension is often an irresistible pressure.
8. Principle of uniqueness and superiority
Possessing a superior position in the customer's mind is vital, marketing is a continuous effort in the search for uniqueness.
9. Principle of division.
Over time, a product category will divide and become two (or more) categories.
10. Principle of the heart.
Marketing strategies without emotional elements will not be effective.
11. Principle of characteristics
When you have to focus on product features, any aspect has an opposite and effective feature.
12. Principle of honesty
When you accept a disadvantage, the prospect will give you an advantage.
13. The principle of sacrifice.
To get one thing you have to give up another.
14. Principles of success.
Success often leads to arrogance, and arrogance leads to failure.
15. The Principle of Failure
Failure is to be expected and accepted.
16. Principle of unforeseeability.
Unless you are the one who writes your competitor's plans, you cannot know what will happen in the future.
17. The Principle of Exaggeration
The reality is often the opposite of what appears in the newspapers.
18. Principle of acceleration
Successful programs are often not built on fads but on trends.
19. Principle of perspective.
Marketing effects often occur and last.
20. Principle of Opposites
If you aim for second place, your strategy is determined by the leader.
21. Principles of origin.
Brand origin is often more important than quality.
22. Principle of resources.
Without sufficient budget and expertise, ideas cannot be realized and brands cannot be created.
G-Office
