For each category, there is a ladder of products in people’s minds, with the brand name on each rung. Your marketing strategy should depend on which step you have taken. Rule: the higher the better. Before launching any marketing campaign, ask yourself the following question: Where are we on the ladder in the prospect’s mind? Then make sure that your campaign is built based on what rung you are on. The Law of the Duality At the start, a new category has many rungs on its ladder. Over time, the ladder becomes simpler, with only two rungs.

The Law of Line Extensions: It’s tempting to extend the equity of a successful brand into new areas. Unless you write your competitor’s plans, you can’t predict the future. Chapter 17: The Law of Predictability One reason is that brand names often become synonymous with their products. In the United States, people often say “Xerox” when they mean photocopier; and if you need a tissue, you might ask your friend for a “Kleenex.” Market leaders always have powerful brand names. When people become successful, they tend to become less objective. They often substitute their own judgment for what the market wants. If the word is already “owned” by your competition, and already in the “mind” of prospects, its highly unproductive to try to take over that word — no matter what efforts you take or how much money you spend.Aside from the details of your marketing campaign—such as your word and your primary message to consumers—be strategic with your overarching tone and approach. Use these 3 immutable laws to consider the big picture of your marketing plan. Law #15: Turn Your Negatives Into Positives Being the first in a market is more important than trying to be better than the competition. Companies that are the first in a market often have a significant advantage over their competitors, as they are seen as the leaders in that market. For example, Coca-Cola was the first to introduce a cola drink, and it still holds the largest market share in that category.

Each segment is a separate, distinct entity. Each segment has its own reason for existence. Each segment has its own leader, which is rarely the same as the leader of the original category.If a competitor owns a word or position in the mind of a prospect, it is useless to try to get hold of the same word. In fact, you will only strengthen the position of your competitors, as you prove the importance of their concept. The Law of the Ladder

The amount of resources a company has can affect its marketing efforts. Companies with more resources often have an advantage over their competitors. For example, Coca-Cola's extensive marketing budget helps it to maintain its dominance in the cola market. Example: Avis admitted it was #2. Told prospects to go with them because they tried harder. They made money. In the long run, every market becomes a two-horse race. In the beginning, any category is a ladder with many rungs. Over time, only two steps remain on it. Often there is no obvious second leader in the market. Therefore, there is a chance to compete for this stage. Your marketing strategy should depend on which rung you occupy on the ladder, or where your unique position is in the market. Get on top and stay there: Beyond the marketing arm of your business, ensure that your organization remains healthy for lasting success.)Not all first movers succeed, especially if they have bad timing or a bad idea. Still, there’s a significant first mover advantage in marketing. Rather than try to watch the market then develop a better product than competitors, focus on developing an entirely new category altogether. LAW 2: THE LAW OF THE CATEGORY