You need to do this because according to the law of perception, the consumer believes that the two leading brands that are at the top are the best in their field. Therefore, there is a chance to compete for this stage. Often there is no obvious second leader in the market. In the beginning, any category is a ladder with many rungs. In the long run, every market becomes a two-horse race. 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. Your marketing strategy should depend on which step you have taken. Not all products are the same.įor each category, there is a ladder of products in people’s minds, with the brand name on each rung. But some strategies can be used for brands number two and number three. The strategy to use depends on which rung you occupy on the ladder.īecoming the first in the mind of a prospect should be your main goal. In fact, you will only strengthen the position of your competitors, as you prove the importance of their concept. 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. You should choose a unique word for your product/service so that in the future consumers will associate you with this word and not confuse you with other brands. You can’t use words that other companies own in marketing. Two companies cannot own the same word in the prospect’s mind. You will become stronger when you narrow the limits of your efforts, but you will not achieve anything if you do everything at the same time. The essence of marketing is to narrow the focus. The leader has a word that means category. The word that the leader owns is almost imperceptible. The word should be simple and focus on the advantage. To achieve success, you need to master the word in the mind of a prospect. The most powerful concept in marketing is owning a word in the prospect’s mind. This makes marketing even more difficult. There is a concept of second-hand perception when a consumer bases their purchase decision on someone else’s perception. Therefore, marketing should be based on the customer’s perception, not on the product/service. The perception that exists in the mind is most often interpreted as an immutable truth. Even though the consumer is very poorly versed in the issue, he is sure that he is always right. But this is not the case.Ĭonsumer consciousness is very difficult to change. Most people think that they perceive the surrounding reality more correctly than others. Some people think this product/service is the best, while others don’t. There is no better product or service, there is only the customer’s perception. Marketing is not a battle of products, it’s a battle of perception. You can’t change your mind when it’s already formed. The problem is to put a concept or idea into the minds of potential customers. Being first in the market is important only in so far as it allows you to be the first to enter the minds of prospects. The law of the Mind complements the Law of Leadership. It’s better to be first in the mind than it is to be first in the marketplace. If you are the first in a new category, promote this category. The authors recommend thinking in categories, rather than focusing on the brand, as prospects are not interested in which brand is better since they already have their idea about it.īut when it comes to categories, potential customers become more open to offers. When you introduce a new product to the market, you should ask yourself the question What category is this new product first in? If you can’t be first in a category, set up a new category you can be first in. One of the reasons why the first brand most often retains leadership is that its name becomes generic. It is easier to get into the mind first than later to try to convince everyone that your product is better than the one who is already the first. As proof, they cite the first law of marketing – the law of leadership, which sounds like It’s better to be first than it is to be better. Al Ries and Jack Trout believe this is a myth. There is an opinion that the main goal of marketing is to show prospects that your product/service is better than the competition. It’s better to be first than it is to be better.
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