O - Marketing

The Law of Resources - Without adequate funding, an idea won’t get off the ground.

The 22 Immutable Laws of Marketing.

The Law of Category - If you can't be first in a category, set a new category you can be first in.

The 22 Immutable Laws of Marketing.

The Law of Line Extension - There is an irresistible pressure to tens a brand's equity.

The 22 Immutable Laws of Marketing.

The Law of Attributes - For every attribute, there is an opposite, effective attribute.

The 22 Immutable Laws of Marketing.

25 Intangibles that add value:

1. Authenticity —> Offer the real thing.

2. Availability —> Make it easy to get anywhere, anytime.

3. Belonging —> Offer a sense of community.

4. Clarity —> Make it very easy to understand.

5. Certainty —> Remove all doubt about its benefits.

6. Control —> Put the customer in charge.

7. Curation —> Act as tastemaker on behal

The Power of Loyalty.

The most loyal 50 percent of customers would pay a 25 percent premium before switching brands.

Loyal customers spend 33 percent more than new customers.

The probability of selling to a new customer is only

5-20 percent, whereas the probability of selling to an existing customer is 60-70 percent.

Customers who have an emotional conn

The Law of Failure - Failure is to be expected and accepted.

The 22 Immutable Laws of Marketing.

The Law of Candor - When you admit a negative, the prospect will give you a positive.

The 22 Immutable Laws of Marketing.