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.
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...
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. The most powerful concept in marketing is owning
Here are a few heavy hitters from the book that still dominate today: If you aren't first in a category, you
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?