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This fundamentally violates the Law of Exclusivity: Labor can never own in the minds of voters the “tough on boat people” policy category. So the ALP dutifully produces policies and ministers make speeches using terms of “hard head, soft heart” and “we condemn people smugglers”, and come up with the Malaysia Solution. Focus groups and polling say that voters want the government to be “tough on boat people” and to “protect our borders”. This is because of a misunderstanding of market research. The ALP at the moment is intent of fighting for concepts, words and policy categories that it can never own. Labor can’t own “national security”, because the Liberal/Nationals own it.
When the Liberal/Nations try to own “education”, it is laughable, because that is Labor’s word, and the same with “health”. However, in each case, the war of position was not over direct ownership of the concept, but to capture a sub-set of the category.
Howard tried to undermine this with “battlers”. Labor challenged this by adding “in the interests of working families” because Labor owns “workers”. In politics, as I wrote in the first post, two political parties can’t own the same policy category as another. No amount of advertising, bar a massive shock, will change those associations. The question “which bank” summons the answer “Commonwealth Bank”. For example, when you think chocolate, you think Cadbury. The first company to own the word precludes anyone else from owning it. The Law of Exclusivity means that two companies (or parties) cannot own the same concept or policy category as another. Two companies cannot own the same word in the prospect’s mind Violating any of them risks failure or, at best, half-hearted success. Success comes from following all of the 22 rules. This demonstrates that you can’t follow, for example, only half of the rules but not the others. Many of these rules, like the earlier five, refer to each other. This post goes into rules six to fourteen. In my previous post, I covered the first five of the immutable laws. The result of breaking these rules has seen dire consequences for this party: massive slump in support, a collapse in membership, policy drift and an inability to “cut through” in the media. The “marketing bible” The 22 Immutable Laws of Marketing by Al Ries and Jack Trout sets out marketing laws that the ALP routinely violates. Please, when reading this, be mindful of its age. Smart and accessible, The 22 Immutable Laws of Branding provides the ammo you need to dominate your category and turn your product or service into a world-class brand.This blog post is 10 years old.
#22 immutable laws of marketing library how to#
And perhaps most important of all: How to own a word in the mind of the consumer.Why giving your brand the right name is perhaps more important than the brand itself.Why good old-fashioned publicity may be the missing link in the brand-building process.Why you will fail to create a brand through advertising, sales promotion, public relations or fancy packaging.Pairing the brand-blazing strategies from the world's best - like Coca-Cola, Xerox, and Starbucks - with the world-renowned marketing savvy of bestselling author, Al Ries, and his daughter Laura Ries, The 22 Immutable Laws of Branding builds on the huge international success of The 22 Immutable Laws of Marketing and provides the expert insight you seek on business's hottest topic in less time than an airplane ride.
#22 immutable laws of marketing library professional#
Brilliant, bold, and mercifully brief, this is the definitive work on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into 22 quick and easy-to-listen-to vignettes. Learn the laws of branding in the branding bible: The 22 Immutable Laws of Branding. Dubbed by many the “marketing buzzword” of the late ‘90s, everyone knows that building your product or service into a bona fide brand is the only way to cut through the clutter in today's insanely crowded marketplace.