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Marketing Happens in the Mind

Being First in the Mind Beats Being First in the Market

Perception Decides Who Wins, and Leaders Are Remembered First

Sort five brand stories by what really decided the sale

Own One Word and Climb One Ladder

A New Category Beats a Better Product

Every Brand Sits on a Ladder, and the Rung Sets the Strategy

Rank brands on the ladder the way customers remember them

Every Market Becomes a Two-Horse Race

Markets Narrow to Two Names, So the Challenger Needs the Opposite

Categories Split and Every Attribute Has an Opposite

Choose the stance that wins a two-horse race

Growth Has a Price: Sacrifice and Focus

Stretching a Brand Across Products Blurs the One Idea That Sold It

One Move, Many Years: Singularity, Perspective and Trends

Approve or reject brand extensions before they blur the name

Pitfalls: Arrogance, Hype and Denial

Success Breeds Arrogance, and Admitting a Negative Earns a Positive

Hype, Forecasts and Money Distort the Picture

Name the pitfall hiding inside a boardroom sentence

Turn the Laws Into One Position

A Position Is One Sentence That Names a Word, a Rival and a Sacrifice

A Two-Week Audit Turns the Laws Into Decisions

Assemble a working position from four choices

Check Your Understanding

Where the sale is decided

The right stance for a second-place brand

Why extensions cost more than they show

Go Further

The Book Behind These Laws

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Twenty-two laws that decide who wins in marketing: first in the mind, one owned word, the ladder, the two-horse race, and the pitfalls that catch successful brands, with six hands-on interactives and a one-sentence position to write.

A working guide to the twenty-two laws that decide who wins in marketing: being first in the mind, owning one word, climbing the ladder, choosing the right horse, and avoiding the traps that catch successful brands. Six sections, six hands-on interactives, and a one-sentence position you can defend.

The 22 Immutable Laws of Marketing: how brands win the mind

<div class="simple-box-wrapper"> <div class="simple-box"> <div class="column"> <h3>Description</h3> <div class="ck-horizontal-line"><hr></div> <p>I'm a paragraph. Click to start writing that will inform, inspire, or encourage your community. We know you have so many things to share with the world. Happy editing!</p> </div> </div> </div>