The 22 Immutable Laws of Marketing

When a competitor owns a word or position in the prospect’s mind, it is futile to attempt to own the same word.

Perhaps it’s human nature not to admit there are things you can’t do. Certainly most marketers believe that anything is achievable if you are energetic enough, or creative enough, or determined enough. Especially if you are willing to spend enough money.

Failure to forecast competitive reaction is a major reason for marketing failures

But woe to the person who makes the same mistake twice

Successful programs are not built on fads, they’re built on trends

There’s a difference between “predicting” the future and “taking a chance” on the future

The most successful entertainers are the ones who control their appearances. They don’t overextend themselves. They’re not all over the place. They don’t wear out their welcome

It’s not a long-term plan, it’s a long-term direction

But you have to use your idea to find the money, not the marketing help. The marketing can come later

Do you know how many rations were left after Operation Desert Storm? A lot. So it is in marketing. You can’t save your way to success