Laws Of Marketing: Violate Them At Yo...: Immutable

The most powerful concept in marketing is owning a single word in the prospect’s mind. Volvo owns "Safety." FedEx owns "Overnight." If you try to own everything, you end up owning nothing.

Violating these laws usually leads to "marketing arrogance"—the belief that the brand name alone is what sells, rather than the position that name holds. Immutable Laws of Marketing: Violate Them at Yo...

It’s better to be first than it is to be better. People remember Neil Armstrong; few remember the second person on the moon. In marketing, being the first brand in a new category is the ultimate shortcut to the consumer's mind. The most powerful concept in marketing is owning

Here are a few heavy hitters from the book that still dominate today: It’s better to be first than it is to be better

Are you looking to to a specific brand you're working on, or do you want to dive into some modern-day examples of brands that broke them?