Creating a new category and 22 immutable laws of marketing

Beacuse politics is about perceptions, the ALP cannot be better at those issues because the Coalition was вЂњfirstвЂќ - even if Labor has clearly better policies in these areas. However, the ALP has violated this law by trying to enter other categories and act as the вЂњmarket leaderвЂќ вЂ“ such as on вЂњeconomic managementвЂќ and вЂњnational securityвЂќ вЂ“ issue categories where the Liberal/National Party are first. On these examples, the ALP follows the Law of Leadership. Labor was founded on progressive outcomes on these policy issues. The traditional strong policy areas for Labor. The ALP has historically been the category leader for many issue areas: workplace rights, health, education and so on. Health, education, housing, climate change, national security, and gay marriage can be thought of as вЂњcategoriesвЂќ. In politics, marketing вЂњcategoriesвЂќ can be thought of as issue areas. Secondary entrants are seen as inferior, even if they are not. This is the case even if subsequent brands enter a category with a better product/service. In marketing, the вЂњleadingвЂќ brand in a category is usually the first entrant into that category.Д«ecause marketing is a battle of perceptions, people perceive that вЂњif you are first, then you must be the bestвЂќ. This is because it is easier to persuade someone that you are first than it is that you are better. The Law of Leadership is about convincing people that you are first in a particular market. I will go through the other laws in later posts. I note that some of the laws are followed (on purpose or inadvertantly), but they are the exception, not the rule. This post goes through the first five вЂњimmutable lawsвЂќ, briefly explains what it is and how the ALP has violated them. Except for a brief period in 2007, when it got its act together in the lead up to the вЂњKevin 07вЂќ Federal Election, LaborвЂ™s record during this time has been one of systematically losing elections, losing вЂњmarket shareвЂќ (primary vote) and losing вЂњbrand advocatesвЂќ (members). These two renowned marketing consultants explained that successful marketing follows rules or laws that are violated at a marketerвЂ™s peril.ДЇor over a decade, the Australian Labor Party has routinely violated many (most!) of the laws of marketing, and has paid the price. Please, when reading this, be mindful of its age.ДЄl Ries and Jack Trout wrote the вЂњmarketing bibleвЂќ The 22 Immutable Laws of Marketing back in 1994, and it remains a marketing classic even today. Violate them at your own risk.This blog post is 10 years old. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Why then, they ask, shouldnвЂ™t there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of 22 innovative rules for understanding and succeeding in the international marketplace. There are laws of nature, so why shouldnвЂ™t there be laws of marketing?ДЄs Al Ries and Jack Trout - the world-renowned marketing consultants and best-selling authors of Positioning - note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. The 22 Immutable Laws of Marketing - Al Ries - 2014Д¬ategories: Business & Careers, Management & Leadership

Creating a new category and 22 immutable laws of marketing