Some call it a bible. Some say these are really “immutable”. It was certainly written by Al Ries and Jack Trout. It is certainly available in an interesting translation and with great commentary.

The book “Praktyka Brandingu” by Maciej Tesławski and Partnersdiscusses and complements the classic book mentioned in the title of this entry. Together with guests, the author evaluates whether the 22 immutable laws of marketing are still applicable in Poland and if so – to what extent.

“The basic issue in marketing is to create a category where it is possible to be the first. […] The law of leadership reads: it is better to be first than it is to be better” – the first law of marketing in “Praktyka Brandingu”, p. 27

To encourage you to read the whole thing, we are presenting all the laws together with the titles of chapters where these laws are discussed by Polish marketers:

The Law of Leadership
Or: “The basic issue in marketing is to create a category where it is possible to be the first. […] The law of leadership reads: it is better to be first than it is to be better”

The Law of Category
Or: “The basic issue in marketing is to create a category where it is possible to be the first.”

The Law of the Mind
Or: “It is better to be first in the mind than to be first in the marketplace.”

The Law of Perception
Or: “Marketing is not a battle of products. It is a battle of perceptions”

The Law of Focus
Or: “The most powerful concept in marketing is owning a word in the prospect’s mind.”

The Law of Exclusivity
Or: “Two companies cannot own the same word in the prospect’s mind.”

The Law of the Ladder
Or: The strategy to use depends on which rung you occupy on the ladder.

The Law of Duality
Or: “In the long run, every market becomes a two-horse race.”

The Law of the Opposite
Or: “If you’re shooting for second place, your strategy is determined by the leader.”

The Law of Division
Or: “Over time, a category will divide and become two or more categories.”

The Law of Perspective
Or: “Marketing effects take place over an extended period of time.”

The Law of Line Extension
Or: “There’s an irresistible pressure to extend the equity of the brand.”

The Law of Sacrifice
Or: “You have to give up something in order to get something.”

The Law of Attributes
Or: “For every attribute, there is an opposite, effective attribute.”

The Law of Candor
Or: “When you admit a negative, the prospect will give you a positive.”

The Law of Singularity
Or: “In each situation, only one move will produce substantial results.”

The Law of Unpredictability
Or: “Unless you write your competitor’s plans, you can’t predict the future.”

The Law of Success
Or: “Success often leads to arrogance, and arrogance to failure.”

The Law of Failure
Or: “Failure is to be expected and accepted.”

The Law of Hype
Or: “The situation is often the opposite of the way it appears in the press.”

The Law of Acceleration
Or: “Successful programs are not built on fads, they’re built on trends.”

The Law of Resources
Or: “Without adequate funding, an idea won’t get off the ground.”

Intrigued? If so, we encourage you to read the original work, i.e. “22 Immutable Laws of Marketing” (first published in Poland in 1996) or the above-mentioned book discussing these laws from which the above quotations and translations are taken from, i.e. “Praktyki Branding” (Issue 1, Lublin, 2015, Słowa i Myśli Publishing House).

“This law is about creating the needs, showing consumers that it is possible to do things upside down, better, faster, with more fun and more freedom – in general, more or differently. With an emphasis on differently. When you achieve the different and it turns out that it is more fun, then a category is created…” – 2nd Law of Marketing, the Law of the Category, Praktyka Brandingu, p. 45.

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