Immutable Laws Of Marketing: Violate Them At Yo... < CERTIFIED >

This is the one most often violated. When a company is successful with one product (e.g., A1 Steak Sauce), they often try to put that name on everything else (A1 Poultry Sauce). It almost always dilutes the original brand's power.

Being first in the marketplace is important, but being first in the mind is everything. If you aren't first in a category, you need to find a way to be first in a specific niche or "ladder" rung within the prospect's head. Immutable Laws of Marketing: Violate Them at Yo...

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. This is the one most often violated