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The 22 Immutable Laws of Marketing: The List

This is the list of chapter subtitles from The 22 Immutable Laws of Marketing by Al Ries and Jack Trout

  1. It is better to be first than it is to be better.
  2. If you can’t be first in a category, set up a new category you can be first in.
  3. It is better to be first in the mind than to be first in the marketplace.
  4. Marketing is not a battle of products, it’s a battle of perceptions.
  5. The most powerful concept in marketing is owning a word in the prospect’s mind.
  6. Two companies cannot own the same word in the prospect’s mind.
  7. The strategy to use depends on which rung you occupy on the ladder.
  8. In the long run, every market becomes a two horse race.
  9. If you are shooting for second place, your strategy is determined by the leader.
  10. Over time, a category will divide and become two or more categories.
  11. Marketing effects take place over an extended period of time.
  12. There is an irresistible pressure to extend the equity of the brand.
  13. You have to give up something to get something.
  14. For every attribute, there is an opposite, effective attribute.
  15. When you admit a negative, the prospect will give you a positive.
  16. In each situation, only one move will produce substantial results.
  17. Unless you write your competitor’s plans, you can’t predict the future.
  18. Success often leads to arrogance, and arrogance to failure.
  19. Failure is to be expected and accepted.
  20. The situation is often the opposite of the way it appears in the press.
  21. Successful programs are not built on fads, they’re built on trends.
  22. Without adequate funding, an idea won’t get off the ground.

On user interfaces

One interaction could be the whole thing

And it usually is.

Think about that when putting together your ecommerce site. Or landing page. Or ad. Or tweet. Or… You get the point.

You get one shot.

There Is No Mainstream

We don’t live in the mainstream world the mainstream news outlets tell us we do. We live in an alternative universe.  And we don’t feel bad about rejecting the monolith.  After all, there’s barely anything there, not even any nougat on the inside.  Movies and Top Forty records are just a momentary, oftentimes unsatisfying concoction that we consume and discard.  Whereas we save and treasure our ticket stubs to live shows by our favorite bands, we’re addicted to TV shows on cable that few people watch, but mean everything to us.

For more context, visit this post from Bob.

Old Spice: Online Marketing Awesomeness

I’ve been meaning to write about this campaign for a while now. Haven’t had the time since I’ve been working pretty hard on ClickOgy and related projects. I will be writing about those in the near future.

The Old Spice campaign is awesome. Watch this video to grasp the impact and reach that it is having on the brand and its sales:


To me, the three main factors responsible for the success of this campaign are:

  1. Isaiah Mustafa: The dude is brilliant. Obviously talented ex-NFL player, his career should take off from here.
  2. The agency, Wieden+Kennedy put together a coordinated assault on the demographics that they were targeting. The campaign was almost inescapable if you were part of their target.
  3. Hard Work. All involved worked their asses off. The logistics of their responses campaign baffles me. They pulled it off maintaining the branding, visuals and writing quality of the original spots.

Entertainment and marketing definitively collided here. As a result,

This Blog is Now Diamonds

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[UPDATE] Just found out that they won an Emmy.