13. Think categories, not brands.
quot;Everyone is interested in what's
new. Few people are interested
in what's better.quot;
14. Think categories, not brands.
quot;Everyone is interested in what's
new. Few people are interested
in what's better.quot;
Promote the category.
15. Think categories, not brands.
quot;Everyone is interested in what's
new. Few people are interested
in what's better.quot;
Promote the category.
Avis, #1 Rent-a-Car
16. Think categories, not brands.
quot;Everyone is interested in what's
new. Few people are interested
in what's better.quot;
Promote the category.
Avis, Rent-a-Car
Hertz - Rent-a-Car Service
49. What is eduFire's word?
Is eduFire a language learning site?
If so, why are we studying marketing?
50. What is eduFire's word?
Is eduFire a language learning site?
If so, why are we studying marketing?
Is eduFire a fee-based service or a free
service?
56. 6. The Law of Exclusivity
Two companies cannot own
the same word in the
prospect's mind.
57. What are some other competing products
and their words?
58.
59.
60.
61.
62.
63.
64. 7. The Law of the Ladder
The strategy to use depends
on which rung you occupy on
the ladder.
65.
66. Review
1. The Law of Leadership - It's better to be
first than it is to be better
2. The Law of the Category - If you can't be
first in a category, set up a new category you
can be first in.
3. The Law of the Mind - It's better to be first
in the mind than to be first in the
marketplace.
4. The Law of Perception - Marketing is not a
battle of products, it's a battle of perceptions.
67. Review
5. The Law of Focus - The most powerful
concept in marketing is owning a word in the
prospect's mind
6. The Law of Exclusivity - Two companies
cannot own the same word in the prospect's
mind.
7. The Law of the Ladder - The strategy to
use depends on which rung you occupy on
the ladder.
68. Homework
Review the 7 rules.
Apply them to a company that interest you,
your own company, or eduFire.
We'll discuss these next class.
